Predictive approach drives shift from channel planning to customer planning - Which-50

The report titled, The Shift to Predictive Engagement, recommends using predictive, real-time and reactive methods in conjunction. That's because without historical data to compare against it is impossible to retrain algorithms. Conducted by the Which-50 Digital Intelligence Unit in partnership with Genesys the report cites the use of analytics by full-service media buying agency, Audience Group, which implemented predictive engagement techniques last year. In the Investigates report, director James McDonald told authors that only a year ago the agency was manually allocating its spend between advertising, SEO, premium video, data use, remarketing banners, and mobile. Each channel would have its own budget approval, and then the team would execute slavishly for those channels.