This time I will tell you what is predictive analytics and its impact on banking marketing trends. It is one of the most valid and effective applications in recent years.

In our market study on digital marketing and banking we determined that one of the most used trends is precisely Predictive Analytics. And it has not only increased its popularity in the sector, but also its importance.

Broadly speaking, this predictive marketing strategy uses analysis to anticipate potential commercially impactful events.

In turn, helps to determine some patterns of behaviour which allow to establish at what stage a potential customer is at and how likely it is that he/she will indeed become a formal customer.

What is predictive analytics applied to bank marketing?

Predictive analytics is one of the major trends in the digital marketing strategies for banks. And part of the study and use of data that are captured in this sector, especially those that allow for the identification of consumption patterns.

Part of the goal of the trend towards predictive analytics applied to finance businesses is to gain a better understanding of potential customers. From this understanding it is possible to channel a deal with a greater positive impact.

Gaining audience acceptance is one of the most relevant goals according to the latest trends in bank marketing.

And a study generated by Adobe Digital Trends FSI 2021 demonstrates that leading companies in this sector maintain advanced strategies to improve the customer experience.

Thanks to the influence of predictive analytics, the attention given to the audience is much more accurate.

And this results in increased confidence and esteem, not only in the making the brand have a greater positive impactbut by encouraging the intention to buy the service.

At the execution level, the predictive analytics trend uses a wide variety of data and manages statistical studies. But above all, it relies on modelling and learning from the behaviour of the average consumer in the sector.

And from a much more technical perspective, predictive analytics is expected to be able to collect and interpret thousands of pieces of data circulating on the internet. And the useful sense of this trend is to recognise user trends and interests.

Even the Bank of England initiated the development of a team of analysts for the study of users in Social Media. And the results were very useful for the subsequent planning of marketing strategies properly associated with the real interests and needs of potential customers.

The need for differentiation and predictive marketing

Differentiation of the value proposition is key to the success of targeted advertising for a finance business. Especially since there are so many similarities in products and services in this sector.

Consumers are exposed to a wide variety of information and advertising on a daily basis. How to capture the real interest of a potential customer? Starting from the customer study!

This is made possible by analysing a wide variety of data, i.e. by applying predictive marketing strategies.

Therefore, the intention to take advantage of this trend is related to the ability to create personalised strategies. In this way, they will not go unnoticed, but rather the user will grasp the message because it is relevant to their needs.

Through the personalisation of offers and the interest-driven advertisingThe results are very positive. This is essential to attract customers and to promote customer loyalty.

This trend helps to win and avoids losing

Most digital marketing trends for the finance sector relate to devising methods that promote profit. But the interesting thing about predictive analytics is that it is versatile.

It is not only a matter of attracting customers and increasing the bank's positioning as a benchmark, but also of consolidating solid and lasting links with the audience.

Predictive marketing is capable of determining the degree of dissatisfaction of a customerThis makes it easier to put in place measures to prevent a customer from deciding to leave the bank.

This is what is so useful about predictive data analytics: it allows you to anticipate events that translate into losses for your business. So, we can say that it not only helps to increase profits, but also prevents losses.

In conclusion: What are the benefits of predictive analytics?

Leading companies in the banking sector have harnessed the benefits of predictive analytics to achieve substantial profit growth. But is it worth investing in such measures?

It is a very useful trend, and numerous studies have been carried out on the basis of data interpretation. This has made it possible to identify not only customer needs, but also shortcomings in the banking sector.

For this reason, institutions that choose to use predictive analytics for optimise your marketing campaignsThey manage to increase the interest and trust of users. But above all, they are beginning to be valued as benchmarks in the sector.

So these kinds of measures also bring benefits in terms of outperforming the competitionespecially in a niche where differentiation can be a major challenge.

On the other hand, the management of predictive marketing is associated with machine learning. And both components are highly valued in terms of sales techniques.

Machine learning saves time and resources, as a wide range of everyday data is converted into efficient data. And it is precisely by interpreting the right data that these strategies are most successful.

Finally, it is good to complementing predictive analytics with CRM toolsThis is particularly important in order to achieve good data segmentation.