Predictive Marketing Set to Have Big Impact
July 17, 2017
Predictive Marketing involves using sophisticated algorithms and cloud-based computing to make smarter marketing decisions and deliver personalized content to users based on their browsing history, goal-based actions and demographic data.
According to eMarketer’s “Predictive Marketing Roundup,” nearly 70 percent of U.S. marketers said predictive was the primary technology they planned to use in 2017. In addition, roughly half of marketing and media executives surveyed in North America said they believe predictive analytics and modeling to be one of the most helpful technologies for getting more value out of data.
Though still relatively new, Predictive Marketing is making waves because a whole gamut of leading companies in a wide variety of verticals are beginning to share their success stories from this approach. In fact, IBM’s data & analytics team feels that ‘predictive analytics will steal the show at the NRF’s 2017 Big Show. Examples of brands exploring targeted campaigns and behavior-based marketing abound all around us.
For example, in this article, L'Oréal USA’s CMO shares how the realization that consumers are looking for more personalized digital experiences led to the launch of Makeup Genius, a mobile app that allows customers to virtually try on makeup before buying one or more products.
A Harvard Business Review case study shares how an NYC-based Harley Davidson dealership boosted its qualified lead collection from one per day to 40 by using creative advertising content to target ‘look-alike’ customers using AI-driven technology.
On similar lines, in a pilot program, Macy’s is tapping into an IBM AI-assisted app that provides personalized guidance on product location and inventory at ten physical stores.
In the next few years, when processing capabilities are expected to increase exponentially and better techniques will become more accessible to digital marketers, intelligent marketing will probably become the hub of customer engagement. It’ll have a large role to play in the events industry as well since there is a huge potential to deliver meaningful, personalized experiences to participants using machine learning and intelligent matchmaking.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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