Thanks to predictive modeling and artificial intelligence (AI), marketers can now leverage these tools to segment audiences beyond traditional parameters and build a more accurate profile of consumers.
By applying AI, it is possible to segment audiences at more granular levels and identify which ones are more valuable to marketing objectives.
Artificial intelligence finds hidden customer patterns that have a positive or negative impact on marketing objectives. Therefore, it helps professionals achieve a predetermined end goal, whether it is finding the audience target segment most likely to buy to increase sales volume, or giving an existing audience a customized product or content that responds to their interests.
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The way to do this is by taking into account three dimensions: demographics, behavior, and interests. From this data, you can segment the people who have purchased a product or service and know when and through which channel they might request it again, this allows you to obtain an estimated number of users with purchase intent.
It also takes the guesswork out of it, as it takes into account many more factors to produce countless combinations, such as age groups, users accessing the website or physical stores, foot traffic, and countless other factors.
Not only does this tool offer an incredibly granular view of your audience, but it also indicates which factors will have the greatest influence on whether they become paying customers or not, and will detect those behavioral patterns. With AI doing all the heavy lifting, marketers explore potential opportunities hidden in the data, adjusting their campaigns appropriately.
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AI tools can also provide greater insight into your customers’ interests and can do so with an incredible level of specificity.
Through machine learning, it is possible to segment audiences not only by their static attributes, such as gender, age, interests, etc. but also by behavior in the near future, which is the key that marketers always want to know. The combination of static attributes and predictive behaviors creates the most efficient audience segments that marketers could create to achieve their goals.
By segmenting their audience through machine learning, marketers can build a more dynamic picture of who is using their service. By moving beyond static traits and targeting those customers who are most valuable, they can focus their marketing campaigns accordingly and meet their customers’ needs more effectively.
