Predictive personalisation software to use now. Since we launched SwiftERM, we’ve had the privilege of working with innovative marketers like Meta, Interactivated, and Sweet Analytics. They’ve become active ambassadors of our predictive personalisation software that tailors the product selection for each client visitor automatically using machine learning. We’ve seen how they’ve put predictive personalisation to use day-to-day, and we want to share some of what we’ve learned.
One thing that surprised us was how quickly marketers embraced the differences between predictive personalisation and A/B testing approaches. There was pent-up demand within their clients to enjoy predictive analytics immediately in order to drive more CRO. Their customers were able to meet that demand testing a phenomenally powerful algorithm that both identified and delivered a selection of exactly the products that each particular consumer was most likely to purchase, immediately post installation.
That required zero human input, monitoring, training etc and a huge uplift in CLV and smashed a hole in RoR rates. Because predictive personalisation allows marketers to identify this buying propensity, the average campaign running on SwiftERM optimises across millions of possible product selection options. This means selection is personal for each individual consumer.
What does this mean for marketing going forward?
Marketing managers are achieving more in less time
The ability to identify product selection for each consumer in advance, reduces both cost and risk. Had they used A/B testing, it would have taken, on average, 25 years for them to do what they can now do instantly using SwiftERM.
One of our clients, Rodeomart a leading US American saddlery business (see stats below) uses SwiftERM to increase product selection for each consumer. Using SwiftERM each month, the digital marketing team enjoy a 7.53% lift in online turnover. That’s without any staff requirement whatsoever, a 27k database costs $268 pm, with a 50% profit is £3040.75 GP or 1035% ROI.
After analysing the initial results, the team were absolutely delighted. But this was just the results on immediate uplift, in addition the average order value increased (AOV) and their rate of returns (RoR) dropped by over 40%.
Thought leading marketers are using this increase in speed to test more ideas and deliver more insights, which together then deliver better results.
We free marketers up to focus on prospects and CRO
Predictive personalisation automates rote experiment management tasks, giving marketers more time to focus on understanding their prospects, creating personalised experiences that provoke customers to action.
Marketing teams then have their time free to address social marketing, content marketing and new customer acquisition. There is no manual management of variations, test matrices, or audience cells, as millions of possible versions of product selection for each individual consumer is done for them, ranked in order to highest buying propensity.
We’ve seen how the combination of faster testing, learning, and iterating with less rote work helps marketers drive impressive results. It’s an exciting time to be a marketer as machine learning tools like SwiftERM are enabling focus more on understanding and delighting prospective customers. It is an amazing time, and we’re looking forward to seeing more amazing results, as lifetime customer appreciation of the system materialises!
SwiftERM does zero segmentation, each selection is unique to the individual consumer receiving it.
We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial of our predictive personalisation software on your site, and let us know what you think. Register, call us on 0207 998 3901, book a call with us https://calendly.com/swifterm/15min or Zoom ID 964 515 7464
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