The promise of predictive analytics for Web content

The promise of predictive analytics for Web content

Data is increasingly available, accessible and decipherable. You probably use it every day to help make personal decisions: tracking calories on your iPhone, browsing recommended movies based on what you’ve already viewed, seeing advertisements on your laptop and smartphone based on your browsing behavior and more.

These insights are based on data collected from you -- and they are used to predict actions you might take in the future.

Using predictive content analytics to select and refine relevant topics

In much the same way, predictive analytics enable content creators to use data to help them reach a particular audience. By mining data on numerous consumer preferences, including consumers’ purchasing history, reading preferences and browsing history, writers and editors would be able to figure out what type of content a target audience will find most valuable.

“Seismic shifts in both technology and consumer behavior during the past decade have produced a granular, virtually infinite record of every action consumers take online,” Wes Nichols explained in the Harvard Business Review.“Add to that the oceans of data from DVRs and digital set-top boxes, retail checkout, credit card transactions, call center logs and myriad other sources, and you find that marketers now have access to a previously unimaginable trove of information about what consumers see and do. The opportunity is clear.”

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One important aspect of analytics is figuring out why people are visiting your site, and what content encourages them to stay.

Research at one website showed that content analytics generated 77% more pageviews than content produced without analytics, meaning that predictive analysis can be leveraged to help companies create content that will more effectively grab their consumers’ attention. That’s because understanding who clicks on what content, or how long they stay there, can help content marketers create content that resonates with their audience.

The effective use of content analytics can also dramatically improve a company’s ROI, often yielding improvements of up to 30% in marketing performance.

So what is stopping digital publishers from applying the principles of predictive analytics to their audience to determine what content might resonate best?

The challenge of actionability in predictive analytics

In a post for Medium, Parse.;

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