Squeeze more juice out of your marketing and consumer data, and increase MROI using predictive marketing. Keynote presentation by Oti Ukubeyinje at the Digital Marketing Conference held on 25th November 2017 in Lagos Nigeria.

1. Predictive Marketing
A fine line between irrelevant data and a pattern that sells

2. Agenda
● A little about me
● A little about you (or maybe not)
● What is predictive marketing?
● Key stages and components
● PM use cases
● Know when to churn
● Some non-B2B case studies
● Automate your marketing
○ What it should look like
○ What obtains
● Some big toys for PM (vendors)
● Final words: Place some value on that data

3. A little about me
● Digital Enthusiast
● Marketing _Insert ego booster_
● Head of Media & Data Investment
(at one digital agency in GRA)
● Music Lover
● Guess-work hater
● Failed blogger
● Lazy Tweeter
● DMM is bae!

4. A little about you >>>
(or maybe not)

5. Stats that could kill you:
“81% of shoppers check whether
a product is in-stock before
heading to the store to buy.

6. I rock with people/brands that...

7. Massive Amounts of Data Increasingly Unrestricted Access The Power of Cloud
We can know you better

8. Marketing Divas Marketing Astronauts

9. PREDICTIVE MARKETING

10. Typically, Predictive Marketing is...
“the practice of extracting information from
existing customer datasets to determine a
pattern and predict future outcomes and trends.
Source: The 2015 State of Predictive Marketing Survey Report

11. Broadly, Predictive Marketing means...
“using data science to make smarter marketing
decisions by predicting which marketing actions
are more likely to succeed, and which are more
likely to fail.
Source: Dr. Jacob Shama, PhD

12. Source: The 2015 State of Predictive Marketing Survey Report
Brand Awareness Market Penetration

13. 3 Key stages
Aggregate Enrich Predict

14. USE CASES
54321

15. KNOW WHEN TO CHURN

16. CASE STUDY: NETFLIX
David Fincher
Director
House of Cards
BRITAIN
Kevin Spacey
Actor
House of
Cards
U.S.

17. CASE STUDY: ORIJIN
80k+ downloads in 2 weeks
1.1m uses
12m impressions

18. MARKETING AUTOMATION

21. SOME BIG TOYS FOR PREDICTIVE MARKETING

22. IN CONCLUSION...