Leveraging Predictive Analytics and A/B Testing for Customer Engagement

There are various ways that we can benefit from data-driven and AI/ML-driven marketing techniques. To name a few, you can optimize your marketing strategy based on the key drivers behind the success and failures of your previous marketing campaigns, as we discussed in Chapters 2 and 3. You can also optimize your marketing strategy based on the trend and seasonality within your business or based on the customer sentiments around your products and business, as we have discussed in Chapters 4 and 5. Targeted product recommendation (Chapter 7) and optimizing the marketing content with Generative AI (Chapters 9 and 10) are some other key benefits of applying AI/ML in marketing.

Among those mentioned, we are going to experiment with predictive analytics in this chapter and how you can utilize these predictive models in your next marketing campaign. By intelligently predicting the expected behaviors of customers...