2022年市场营销中的预测分析报告

Pecan TheStateofPredictiveAnalytics inMarketing2022 MarketersDemand MoreFromAl TableofContents InaNutshell:ExecutiveSummary Methodology4 KeyFinding15 AlAmbitionsandObatacleeAreUniversalInMerketing KeyFinidling28 MarketingandDalaSclenceAlignmentisElushve KeyFindling3.11 DespiteDataEfforts,ManyMarkstersFeel'Guesswork"GuidesDeclsions KeyFinding4.13 GoodlbyeActlonalble.Inslghts.MarketersCraveImpactfulPrecllctlonsSpeclflctoKPls KeyFinding515 ProveMarketingROIEfficienttyWath.NewAlApproaches AdditionalResources.18 AboutPecan.19 四Podn/2 InaNutshell:ExecutiveSummary whomustanticipatecustomersinterestsandbehaviortoachievetheirgoals.Yet,despite thegrowlngavalleblltyofAl-poweredtechnologleethetbringthatknowledgeofthefuture .Theyresaekingmorevalueandresultsfromtheirexperimentation.withAl. .Oursurveyof250.U.S.,marketingexecutivesatcompenleswithaminimumannualrevenue haveevolved,with.varyingsuccesslevals. marketingteamsandleaders.tacklingchallengeswithAl,regardless.of.where.theymightbe ontheadoptloncurve,Oursurveyresultsrevealthat: Iinslghtsforthelrteams,butallof.themelsofaceddiflcultles.Thosedfflcultleslargely revolvedarounddataorganlzatlonandqualty,costs,andtearns'lack.oftechnlcal knowledge. 2,Marketinganddatasclenceprofesslonalsvery.oftenflndItdifliculttoachleveallgnment aroundbusinessneeds,marketinggoals,ardpredictivemodelcreationandmaintenance. Marketersareoftanleftwithinappropriatelyconstructedand.out-of-datemodelsthatfail toofferrellableguldancefordata-drtvendeclslon-making- 4.Themajortyof.marketingleadersdesiremorespecfic,KPl-focusedInslghtsInsteadof vaguelyrelevantfindingsfromdatethatmightnotinfomparticularmarketingstrategies. Theywantthelr.datastrategytopraveItsvalueonImportantmetrlcs.used.totest.the supportthatgoal. Investmentsinthenearfuture.Theseteamswllbewellpositionedtoadoptnewdata approaches.that.makepredictivemodelingmuchmore.accessilbleandautomated, maximizing.the.valueoftheteam'sdlate. 国Podn/3 SgsjupdoajeosjapeaBugayjewsnojaunupunoga'sjuepuodsayfaaunsnoBuoury there'smuchroomforimprovementInhowmarketingteamsusethistechnology. Successfulimplementationofpredictiveanalyticsinmarketingbringsthepatentialfor dramatcallyimprovedbusinessresults,Thls.survey.offerslinslghts.intothesheredambitions andconicernsofmarketlngJeaderswhograspthepotentlaltodeliveranoutsizedImpactwith Alandare.readytoadoptafuture-driven.strategy. Methodology .ThePecanPredictiveAnalyticsinMarketingSurveywasconductedbyWakefieldReasearch (www.wakefleldresearch.com)among25oU,.S.marketingexecutiveswthamlnlmum andan.onllne.surveybetweenSeptember.13-21,2022. measurable.and[saffectedlby.thenumber.ofsurveyrespondentsand.thelevelofthe fromtheresultthatwouldbeobtalnedifsurveyshadbeenconductedwtthallpeople matchingtheprofile.descrlbedabove, 国Pon/4 KeyFinding1:AlAmbitionsandObstaclesAreUniversalinMarketing Marketers'adoptlon.ofpreclctveanalytlcs.continuesto.accelerate,butthedegreetowhlch theirtearmshaveimplementedthisstate-of-the-artrmethodology.varleswidelyandisntt alwaysfocusedon.themostimpactfulapplications We.askedoursurveyrespondentstoldenttyall.of.the.uses.ofpredilctive.analyticswlthin thelrmarketingorganizations.The.top.twouses.ofpredlctiveanalyticsamongthose.we surveyedwerecustomer-levelpredictionsoffuturebehavior([5.1%)andforecasts.of customertrends(50%),.Other.usesfollowedclosebehind,butonly.40%ofthosesurveyed areusing.madelingtouncoverpredictiveinsightsirto.thelrbusiness,Surprisingly,49%of marketersaren'tusingpredictiveanalyticsforanyindividual-levelpredictionsabout customerbehavlor,thusmlsslngoutonthecoredlifferentlatingaspectofthlsstate-of-theart technology.Notleveragingpredletlvemodelingwfithinthemerketingfunction,andnot gainingdeeperunderstandingofindividualcustomers’preferencesandtheirfutureactions, both.represent.slgnlflicantmlssed.opportunltles.toboost.customerendrevenuegirowth Howis.yourcompany'smarketingBPe organizationusingpredictiveanalytics? Cuatcinar-levelpredtlonecffuhurebehavlo51% Forectnacutmertend50% havlarforprloritysegmonta48% ngbehavka44% 44% 40% Podn EveryonehasAlambitions..Thesemarketingdecision-makershavevisionfortheAl- hevearetheablltytopredictchumandretentiononcustomerlevel(46%),topredlct customerffetimevalue(40%),andtoIdentitypsellandcross-sellllkellhood[40%).Thls customerJoumeyandImpactthefullrangeofbuslnessKPls..fromacqulsltionthrough monetizationandretention,.Notasinglemarketingleader.whoresponded.to.thesurveysaid theydidnotwartadditionalAl-drivenpredictivecapabilities!.There'sclearlyastrongappetite tarthlsInnovativeapproachInmarketingorganlzallons. Whichof.thefollowingAl-poweredEPecan capabilitiesdoyouwishyou.couldaccess? redcd46% 40% 40%KRE38% 36% 34% Noneofthese0% But.everyronehesAlobstaclos,Notably,notasinglesurveyrespondentsaidtheyhadzero cbstaclestoachievingtheirAlambitions,Thesemarketingleaderscitedtwotopobstaclesto usingpredlctiveanalyticsmoreoften:first,thehlghcostof.dolngmanualdatasclence(40%), (40%).orsiloeddata(31%).Marketingandanalyticsteams'internallackoftechnical corivinclngleadership.ofthevalue.o