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Exploring The Marketing Potential Of Predictive AI

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Exploring The Marketing Potential Of Predictive AI

Success in business is all about being proactive – being able to anticipate what will happen in the future, and then using this information to your advantage.

And the key to doing this? Predictive AI.

It might sound futuristic, but using predictive analytics in business is nothing new.

Just ask Henry Ford, who used data science analysis in his business as far back as the late 19th century.

This same practice continued to develop in the 1960s, thanks to the growing popularity of computers.

Fast forward to 2022, when predictive AI recorded a market size of $12.49 billion, and it’s evident just how much of a global phenomenon it’s become.

What’s more, it’s showing no signs of slowing down. Reports predict it will reach $38 billion by 2028.

This means that if your business isn’t using predictive analytics yet, it risks getting left behind.

What Is Predictive AI?

Before we explore the marketing potential of AI-powered predictive analytics, it’s helpful to understand what it actually is.

As the name suggests, it’s the use of artificial intelligence and machine learning to predict outcomes.

By analyzing historical data from your business using advanced algorithms, predictive AI can allow you to make more informed, data-driven decisions.

It’ll also help you identify trends, forecast behavior, predict any impending challenges, and devise solutions for them too.

It’s here that AI systems and AI research can be a valuable tool for your business – analyzing complex data in minutes to help improve effectiveness and boost return on investment (ROI).

You’ll have the insights you need to move your business forward and deliver an enhanced customer experience, all through the power of AI.

Predictive AI Vs. Generative AI

So far, so good, but where do AI models like Midjourney and ChatGPT come in?

Now you’re talking about generative AIartificial intelligence platforms focusing on content creation rather than data prediction.

If predictive AI is about using historical data to predict patterns, trends, and behavior, then generative AI is about creation.

And that means generating realistic images, content, music, and more, all with the help of machine learning.

Both rely on artificial intelligence, but where one focuses on prediction, the other focuses on generation, as the names of these AI models suggest.

The applications of each differ as well. Generative AI models are best suited to creative industries like film, writing, fashion, and art.

Predictive AI models are ideal for industries that rely on data analysis, like healthcare, finance, and marketing.

Both have their place, and both are seeing an increase in usage across various fields, with an expected annual growth rate of 37.3% projected between 2023 and 2030.

And it’s this surge in popularity that makes your understanding of predictive AI so vital.

Because if you’re not already leveraging its potential, you can be sure that your competitors are.

The Benefits Of Predictive AI

Before you commit to using AI technology, it’s helpful to explore its benefits a little further.

While the benefits of generative AI are obvious (saving time and money on image generation and content creation, for one), the advantages of predictive AI are more varied:

1. Future Planning

Staying ahead of the game is all about having a competitive advantage, and this is exactly what AI tools like predictive AI can give you.

Using historical data to forecast trends and outcomes allows you to plan ahead and be proactive in your business approach.

2. Improved Efficiency

The better your predictive data and the more accurate your forecasting, the more you’ll be able to avoid repetitive tasks and errors, helping you streamline your business processes.

3. Faster Decision-making

In marketing, decisions are all about data. The more accurate your data, the more informed your decisions will be.

That’s the advantage of predictive AI – giving you the data you need, when you need it, to make faster, more effective decisions.

4. Pattern Identifying

Have you ever wondered how to use your own data to look for patterns in order to identify opportunities, challenges, and solutions?

That’s what predictive analysis does for you, using machine learning to recognize patterns and guide your decision-making accordingly.

5. Trend Forecasting

Your data contains a wealth of knowledge, and that’s exactly what predictive AI has been designed to draw from.

By using mathematical algorithms, machine learning, data mining, and more, predictive analytics can use your data to predict customer behavior, events, and trends.

Meaning you’ll be getting the valuable business information you need ahead of time.

The Applications Of Predictive AI

By far one of the biggest benefits of predictive AI, however, is the range of applications it’s suited for.

With its ability to improve productivity, increase revenue, and streamline processes, it has the power to impact a wide range of industries, such as:

Retail

From market trends to buying habits, predictive AI can follow the customer journey from beginning to end, analyzing it every step of the way.

The fast-paced nature of the retail industry lends itself to AI models perfectly – models that can analyze, adapt, and respond quickly.

Will certain products do better in the marketplace? Will certain incentives secure a sale? Predictive AI can answer all these questions and more.

Healthcare

With so many patients and medical centers worldwide, the opportunities for collecting data in the healthcare industry are endless.

By using the significant resources and abilities of AI models, algorithms will be able to suggest treatments, offer personalized care, and even predict epidemics.

This is how AI can help not only improve diagnoses but save lives in the process.

Automotive

Thanks to AI, vehicle failures and recalls could become a thing of the past.

By using machine learning, predictive analytics will be able to detect failures in manufacturing before they occur.

Looking to the future, predictive AI could also go one step further, helping to develop automotive technology and driverless vehicles based on studies of driver behavior.

Financial Services

With its ability to forecast trends and apply machine learning models across a host of transactions and customer interactions, predictive AI is a perfect fit for the financial industry.

It’s fast, accurate, efficient, and has the power to revolutionize the way the financial world works.

Using Predictive AI Tools

So what types of predictive AI tools are out there, and what exactly can they do? Let’s take a look.

Neurons

First up, there’s Predict AI from Neurons.

What’s remarkable is that it’s built on a database of eye-tracking data gathered from more than 120,000 people worldwide and more than 100 billion data points of brain responses.

With its foundation models built on these neuroscience studies, Predict can generate creative insights data in seconds. This allows it to increase conversions and accurately predict human behavior.

Thanks to Predict’s innovative AI technology, you’ll be able to understand how and why customers respond to your brand and your ads.

Which in turn will help you build awareness and drive sales at the same time. Look forward to improved engagement and optimized creativity, too, all with the power of Predict.

Dragonfly AI

Although it may have started life as an app, today, the Dragonfly AI platform is known for its emphasis on content performance.

With a full product suite focused on visual predictive analytics, Dragonfly’s Studio desktop solution offers a range of AI tools.

Increase your ROI, test your performance, A/B test your creatives, and streamline your design process, too, all in one.

With a mobile app for iOS and a browser extension, it’s versatile and flexible, and leverages AI technology perfectly.

All so that the right messages reach the right customers at the right time. Just the boost your bottom line is looking for.

Vizit

What is it about your marketing campaigns that drive customers to view and purchase your products?

That’s exactly the question that Vizit has been designed to answer.

Powered by award-winning AI, Vizit uses patented technology to simulate what your customers see and feel when they look at your products.

That’s because it’s estimated that 93% of customers use visuals to make their purchasing decisions. So the more you can understand how to capture a customer’s attention, the better results you’ll see.

With predictive AI based on millions of behavioral interactions, Vizit is able to measure your visual content and give you insights to help boost your performance.

You’ll be able to test, learn and grow, all while seeing through your customers’ eyes. And with Vizit ensuring increased conversions of up to 45% and sales growth of 30%, it could be your most rewarding view yet.

Is Predictive AI The Right Tool For Your Business?

While there’s some discourse around the fact that the quality of generative AI, such as OpenAI’s ChatGPT, may be worsening, the benefits and applications of predictive AI are clear.

Machine learning and artificial intelligence aren’t the way of the future – they’re our present reality, and they’re only going to become more sophisticated as time goes by.

Will you let your competitors overtake you with their ability to predict market trends and customer behavior, or will you embrace predictive AI and explore its potential for yourself?

It’s a question only you can answer, and it’s one you’ll need to consider sooner rather than later in order to stay ahead of the pack.

That’s a prediction you can count on.

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Featured Image: Andrey_Popov/Shutterstock

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State Of Marketing Data Standards In The AI Era [Webinar]

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State Of Marketing Data Standards In The AI Era [Webinar]

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings.

Want to learn how you can mitigate privacy risks and boost ROI through data standards?

Watch this on-demand webinar and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns.

In this webinar, you will:

  • Gain a better understanding of how your marketing data management compares to enterprise advertisers.
  • Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs.
  • Walk away with tactics and best practices that you can use to improve your marketing data now.

Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards.

Learn the key ways to level up your data strategy to pinpoint campaign success.

View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend

Join us and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

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GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]

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96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker

TLDR

96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂



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