Understanding user behavior in the digital environment is paramount to refining and optimizing a marketing strategy or new implementation. Through smarter analytics, a business can make decisions based on a user’s true wants and needs – delivering a more controlled and authentic experience.
With the ability to gather data, equipped with these intelligent insights, the optimal technology can be implemented to achieve the ideal approach to a digital strategy – transforming big data into smart data.
Predictive Analytics
A traditional predictive analytics approach, also known as ‘forecasting’, is sufficient in giving key metrics, such as the number of active users, drop-off rates, and demographic breakdown. Predictive analytics uses historical data, allowing businesses to influence the future, by making customized predictions and using predictions to drive decisions.
Adaptive Analytics
The application of adaptive analytics is the next step in smarter analytics. Because nothing can truly predict the future, adaptive analytics comes in to continually adjust the predictive model, optimizing on an almost constant basis. The adaptive methodology of analytics is in it’s infancy, and thus, only implemented by a select group. Many current analytics programs use adaptive components, but not many are fully adaptive – yet.
For the the demanding user of today, a business will need more than just the numbers to keep up. A mixture of both predictive analytics and adaptive content must comprise a model based on previous data, combined with current data to better understand customers, products and competitors. It’s all about creating personal experiences, effectively targeting prospective users and maximizing marketing dollars.

Erin
Erin Lentz is the Executive Director of Design at ArtVersion. As the main anchor of the ArtVersion team, Erin oversees all of the firm’s internal and client communications. She designed and engineered major strategic shifts for our clients, including Hilton, TransUnion, Caterpillar, and Volvo. To drive user engagement and help evolve their brand experiences by expanding a base of digital offerings and creating new global capabilities utilizing data science, research, and design.
Related Posts
August 30, 2019
Web Design: Understanding and Implementing Best Practices
As a brand, it is always important to keep up with best practices- from business to customer relations and even how you present yourself as an organization. This applies to your website, business…
0 Comments3 Minutes
July 6, 2015
A Case Study On How a Product Brand Refresh Can Effect Your Company
Have you recently analized brand behind your products? If you have a brand for your product line, have you ever thought about brand refresh and why its important to keep brand currant? For many…
0 Comments5 Minutes
July 12, 2013
How to Boost Your Social Media Engagement
Written by Craig Robinson Engaging on social media is something that goes well beyond having someone click “like” on your post or even commenting on a photo or video. Every click and comment does…
0 Comments6 Minutes