Rabindra Bharati University Journal of Economics Vol: XVII, No: 14, 2023

STUDY ON IMPACT OF PREDICTIVE ANALYTICS FOR MARKETER’S ENGAGING

PERPORMANCE AFTER THE PANDEMIC

Muthumani S
John Paul M

Abstract
This study analyses how the general public understands predictive analytics and how they use it in marketing.
Predictive analytics is a sort of data analysis used in digital marketing that employs the appropriate instruments.
It’s a statistical technique combines data mining, predictive modelling and machine learning to predict the
probability of a future event using current and historical data. Companies are currently managing with an
outpouring of data from transactional databases, equipment log files and media files, sensors, and other data
sources. Based on current customer data, a business expert can create a cross-selling model that predicts what
other products they are likely to bur from the same company in the future. By looking at previous and present
customer behavior, analytics may analyze purchase expectations and identify persons who data matches ideal
consumers. The main focus of this work is to identify the marketer’s performance using predictive analysis.
Keyords: predictive analysis, cross selling model, predictive modelling, digital marketing models, brand
awareness

INTRODUCTION:
This study looks at the impact of predictive analytics on marketing engagement after the pandemic. This
study is based on the results of marketer’s previous predictive analytics engagement. Predictive analytics is
a sort of digital marketing data analysis that uses the right technologies. Machine learning or statistics are
used in predictive analytics to forecast future occurrences ranging from sales trends to customer involvement
patters. Predictive analytics can be applied in marketing at each stage of the consumer experience, from brand
awareness to post-purchase activity. The goal is to make the best accurate forecast of what will happen in the
future, rather than just knowing what has happened.
Predictive analytics is a marketing term for using current and or/historical data, as well as statistical
methodologies, to forecast the likelihood of a future event. Depending on your business model, you may
use the data to trigger suitable marketing and priorities your sales out reach efforts when a prospect reaches
a specified threshold in your lead scoring technique. One of the first and most prominent applications of
predictive analytics in the corporate world is credit scoring. It refers to a multitude of statistical methods for
forecasting future or otherwise unknown events.

THEORITICAL BACK ROUND:

Predictive analytics is a strategy for predicting future trends and recommending how organizations should
modify their marketing strategies and techniques in response. Predictive analytics uses date, statistical

Professor and HEAD – MBA, Jerusalem College of Engineering, Chennai.

Associate Professor, School of Management Studies, Sathyabama Institute of Science and Technology,
Chennai

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algorithms and machine learning approaches to determine the likelihood of future outcomes based historical
data, Customer and audience segmentation allow you to segment your audience based on behavior,
demographics, firmographics, interests or any other element in predictive analytics. Predictive analytics will
not make any decision in the report. The researcher is responsible for analyzing the data and turning it into
useful knowledge. We can then focus our marketing and sales efforts on them in the aim of converting them
before the deadline. It’s a type of advanced data analytics that examines previous data trends and forecasts
future events using the information. Predictive analytics is a technique for analyzing data in order to derive
insights and forecast future events.
Marketers could use predictive analytics for lead scoring, analyzing data to determine which prospects are
the most valuable to the company. The marketer should develop campaign goals and report to management or
direct to keep them informed about the campaign’s progress. He or she should collaborate with creative teams
to develop channel-appropriate campaign designs and creative assets. To stay within or optimize your budget,
work with vendors and publishers for online paid channels and negotiate with stakeholders whenever possible.

NEED FOR THE STUDY:

The study mainly aims to determine how successful predictive analytics are. This research examines and
evaluates a marketer’s digital marketing activity. It also helps to understand B2B predictive analytics
approaches. The analysis is also identifying the most crucial technologies because they enable marketers to
respond to data in real time while automatically showing dynamic content. In today’s society, this is mostly
focused on maximizing advertising opportunities as well as detecting and preventing frauds. Digital marketing
models will also be the focus.

SCOPE AND SIGNIFICANCE OF STUDY:

This work’s significance is to use predictive in digital marketing for after sales service to improve brand
recognition. Data mining and machine learning are used in predictive analysis to aggregate insights from
multiple data sets, algorithms and models to forecast future behavior. Predictive analysis employs digital
marketing tools to forecast future events. This analysis will also be used to detect the misfortunes in the digital
age.

OBJECTIVES OF THE STUDY:

This study is based on the objectives of finding the reasons for preferring predictive analysis, digital marketing
development, impact on business due to digital fraud and finding the difference between occupation and
predictive analysis techniques. Further it aims to check whether any association between preference on
predictive analysis and predictive analytical model.

REVIEW OF LITERATURE:
Poornima S and Pushpalatha M (2019): Their research survey uses predictive analytics for the business and
medical industries. Datamining techniques are used in predictive analytics to produce predictions about future
events, which are then utilized to generate recommendations. The method comprises an examination of past
data, followed by a forecast of future events based on the findings. Affinity analysis is one of the analytical
approaches used in predictive analytics, alongside categorization and prediction. As a result, employing
predictive analytics modelling approaches suitable for big data, a novel strategy or model for predicting might
be constructed.
TengXiuyi, Gong Yuxia(2019): This study examines the definition, model, development stage,
classification, commercial application of machine learning, with a focus on machine learning;s role in data
mining. Understanding the various machine learning approaches will help you choose the best strategy for
your application. As a result, this research machine learning technology, as well as its advantages and dis
advantages in data mining approaches will help you to choose the best strategy for application.
Molly Maycock, Patrik Spenner et.al., (2020): This marketing study is being conducted by Google’s
marketing leadership Council. The goal of this study is to uncover common hurdles that marketing professionals

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 Rabindra Bharati University Journal of Economics Vol: XVII, No: 14, 2023

large B2B companies have when it comes to establishing digital marketing and implementing a content-led
marketing strategy. To help comprehend and solve those difficulties, create frame works based on tried-and-
true methodologies and professional analyses. To assist B2B marketing professionals in overcoming problems,
provide concrete ideas and case studies.
Krishna Prabha and Tarunika (2020): The correlation between primary research variables demonstrates
positive and significant relationship between digital marketing and brand awareness. The model is adequate
and fits the available data, according to the regression analysis. Digital marketing can help business increase
customer loyalty and communication on daily basis. When compared traditional marketing communication
strategies utilized businesses, consumers regard digital media as more reliable source of information.

RESEARCH METHODOLOGY
The non-probability sampling and convenient sampling procedure was employed in this method. The sample
included 218 people from various walks of life in Chennai. Over the following three month, the survey was
conducted. The study’s target audience is marketing and business professionals. The descriptive approach is
used in this study.

Table 1: Preference for Predictive Analysis:

Why Predictive Analytics Frequency Percentage

1 Determining customer response 48 22
2 Grow profitable customer 70 32
3 Forecasting inventory resources 59 27
4 Promoting cross-sell opportunity 41 19
Total 218 100

FIGURE 1:

Predictive analytics is an analytics process that uses statistics and modelling techniques to make informed
decisions and predictions about future outcomes based on current and historical data. Businesses use these
techniques, which include data mining, predictive modelling and machine learning, to assess risks and forecast
business trends. As a result, business leaders can use predictive analytics to increase the chances of success
for many initiatives or to test a variety of scenarios quickly. This gives businesses across various industries a
competitive edge and helps them make smarter, data-driven decisions.
From the above table and figure it is stated 22% of respondents stated they are preferring predictive
analysis for determine their customer responses, 32 % of them preferring for growing profitable customer,
27% stated used to forecasting the inventory resources and 19% stated as they were preferring for promoting
cross-cell opportunity.

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Table 2: Strategy for Digital Marketing Development

Strategy for Digital Marketing Development Frequency Percentage

1 Influencer Marketing 37 17
2 Social Media Platform 97 44
3 E-Marketing 51 23
4 Mobile Marketing 33 16
Total 218 100

Figure 2:

Digital marketing strategy is a plan for using online channels to establish an internet presence and achieve
specific marketing objectives. These channels can include organic search, social media, paid ads, and other
web-based mediums such as your website. Ultimately, the goal is to boost your business’s visibility and attract
new customers. From the above table and figures it was inferred most of the respondents preferred social
media platforms as a best strategy for digital marketing development.
CHI SQUARE TEST
The Chi-Square test is a statistical procedure for determining the difference between observed and expected
data. This test can also be used to determine whether it correlates to the categorical variables in our data. It
helps to find out whether a difference between two categorical variables is due to chance or a relationship
between them. Here Chi square test was used to find out the association relationship between preference on
predictive analytics and predictive analytical model.
Null Hypothesis (HO): There is no association relationship between the Preference on Predictive Analytics
and Predictive Analytical Model.
Alternative Hypothesis (H1): There is association relationship between the Preference on Predictive
Analytics and Predictive Analytical Model.
Chi-Square Test

Asymptotic
Value Df. Significance (2-sided)

Pearson Chi-Square 14.065a 12 0.297

Likelihood Ratio 14.939 12 0.245
Linear-by-LinearAssociation 0.167 1 0.683
N of Valid Cases 218
The above table reveals the results as the Null hypothesis was accepted since 0.297 is greater than 0.05 at
5% LOS. As a result, there is no association between the Preference on Predictive Analytics and Predictive
Analytical Model.

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 Rabindra Bharati University Journal of Economics Vol: XVII, No: 14, 2023

ONE WAY ANOVA TEST

H(O) – Null hypothesis there is no significant difference betweenthe Occupation and the Predictive Analytics
Technique.

H (1) – Alternative hypothesis there is significant difference between the Occupation and the Predictive
Analytics Technique.

ANOVA
OCCUPATION
Sum of Df Mean F Sig.
Squares Square
Between 2.269 2 1.134 1.064 0.347
Groups
Within 229.273 215 1.066
Groups
Total 231.541 217
The above table reveals the results as the Null hypothesis accepted since 0.347 is greater than 0.05 at 5% LOS.
As a result, there is no significant difference between the Occupation and the PredictiveAnalytics Technique.

FINDINGS:
Respondents are more familiar with Predictive Analytics than with other Digital Marketing sources. Among
businesspeople, the decision tree technique, time series model, and machine learning tool are the most popular. The
most difficult challenge a marketer confronts in digital marketing is finding the correct instrument for prediction.
In digital marketing, content marketing is the appropriate tool to use on social media platforms to cover and
catch the customer. Customers arequite delighted with the digital marketing outcomes. Cookie stuffing is the most
damaging fraud to a brand’s reputation, and as a marketer, we can prevent it by making custom alterations to the
site page. Using predictive analytics.

SUGGESTIONS:
Predictive analytics is the best data source for digitalmarketing. Business people should gain a better understanding
of predictive analytics tools and procedures so that they can use the resulting report to make the best decision for their
firm. More promotional actions may be designed as a result data mining’s efficacy. Professionals should have a
tool that they can utilize to forecast promotional advertising plans on a regular basis. Predictive analytics is a
rapidly growing subjectof study that assists businesses in growing. primary goal is to increase the number of lucrative
clients.

CONCLUSION:
Predictive Analytics is the most trustworthy source of data for digital marketing. Predictive analytics is popular
among corporate marketers and business experts, yet many people are unfamiliar with the notion. Historical
data, statistical modelling, data processing technology, and machine learning are all used in predictive analytics
to present a complete picture of the report by foreseeing future events. Threats and opportunities are identified via
predictive analytics. It’s a great tool for forecasting an organization’s strategy, and it’s also quite knowledgeable
and helpful with digital marketing. It’s a useful tool for a company’s forecasting strategy, as well as being well-
informed and useful for digital marketing. Future event predictions are frequently made based on the availability of
data or its potential. The main goal of predictive analytics isto increase profitable customer growth.

REFERENCES:

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