We asked the Italy Country Manager of the company recently acquired by the MailUp Group to explain how the Predictive Marketing platform works in practical terms, and how it brings businesses an average increase in turnover exceeding 30%.
“The future is predictive”. It seems like an oxymoron but it’s not. Predictive Marketing is still an obscure topic for many, especially in its practical applications. While in reality the technology exists, it is simple, immediate, and available to all companies.
This was clear to us after our chat with Tiziano Barbagallo, the Italy Country Manager of Datatrics, the Dutch company that developed a Predictive Marketing platform and has been part of the MailUp Group since 2018.
Datatrics then reached Italy in early 2019 under the leadership of Country Manager Tiziano Barbagallo: born in Catania in 1985, Tiziano comes from Schibsted Media Group, where he had been the Country Manager of the Pagomeno comparator since 2017. Before that he worked at Subito from 2013 to 2017, initially as a Program Management Officer and then as a Business Development Manager. Going back even further, he was a Senior Project Manager at Vodafone from 2010 to 2013.
We asked him a few questions to understand how Predictive Marketing and the Datatrics platform works. Let’s see what he answered.
How would you define Predictive Marketing?
Predictive Marketing is a set of marketing strategies that, thanks to the collection of data and information on customer behavior and habits, allows companies to anticipate and forecast their future needs.
How does Datatrics fit into this context?
To date, the main problem of Predictive Marketing is its complexity: it requires specific knowledge of statistical techniques, predictive modeling tools, machine learning, and data mining in order to analyze historical and current facts and provide predictions about the future or unknown events.
Datatrics, on the other hand, is a Predictive Marketing solution based on Artificial Intelligence that does not require specific technical or statistical skills: it has a modern, simple interface and does not require integration or dedicated developments. It is a plug&play solution: it aggregates data from internal sources (CRM, email, social networks, e-commerce, web analytics, etc.) and external sources (demographic data, weather conditions, traffic intensity, etc.) and uses them to build a complete database with comprehensive customer profiles.
Next, thanks to the artificial intelligence algorithm Datatrics Predict®, you can predict the interests of customers who interact with your website, emails, and marketing campaigns (Google, Facebook, Display Adv, etc.), allowing you to create dedicated Customer Journeys and communicate with customized content that encourages a purchase.
In summary, Datatrics makes Artificial Intelligence and Predictive Marketing technology accessible to all companies, thanks to a very simple and intuitive UX/UI.
Can you help us understand how the integration between Datatrics and MailUp works with a practical example?
Let’s take the case of an e-commerce site selling electronic products. Thanks to the Datatrics-MailUp integration, the following operations can be carried out:
- Create a segment for users in the “Decision” phase, who are sensitive to discounts and interested in the “TV” category
- Customize a Facebook advertising campaign showing the most suited TV for this segment
- When users click on the Facebook Adv and land on the website, Datatrics lets you display customized products (for example TVs and related products)
- If the user decides not to put the product in his cart and wants to close the website, then Datatrics displays a pop-up with a Newsletter subscription button in exchange for a coupon
- The user enters his email address and receives a personalized email with the coupon via MailUp, possibly along with a suggestion of products based on his decision-making flow
- When the user purchases the TV and passes on to the “Evaluation” level of the funnel, he receives another automatic email from MailUp with suggestions for related and similar products, as well as an invitation to leave a review on Facebook
- Based on the user’s interaction with the email sent by MailUp, it will always be possible to define further marketing strategies on the various touchpoints (adv, website, email).
On what levels of the funnel do Datatrics and MailUp operate?
The Datatrics-MailUp combinationlets companies work on all levels of the funnel, in an automated and simple way.
An integrated strategy lets you activate different touchpoints – for example as Adv campaigns (in acquisition or retargeting), recommended content and pop-ups on the site, personalized and automatic emails – deciding whether to activate them on a specific level of the funnel or on all of them.
Here’s an example: a user in the “Consideration” phase can have a message or personalized content displayed on the site; when that user closes the page, he is sent a personalized email (at the best time in order to maximize the open rate) to push him to land on the site again to finalize the purchase, possibly proposing a coupon. So with these operations, the user is accompanied to the next level of the funnel, that of “Intent”.
Do you have estimates on the average increase in turnover thanks to predictive marketing?
Studies and research from prestigious American universities have demonstrated the success of predictive algorithms applied to marketing, reporting average increases in turnover of 10-15%.
While companies using Datatrics Predictive Marketing are obtaining incredible results, with average increases in turnover of over 30% after just a few months. This is because companies generally increase both the conversion rate and the average receipt amount with Datatrics, with a multiplier effect on turnover.
Moreover, since it is real machine learning, the algorithm is constantly and continuously updating, thus performance can also improve over time.
Do you have to have data analysis skills to use Datatrics?
Datatrics does not require specific data analysis or development skills, as it is a platform developed specifically for those working in marketing and has a very fast and easy UX/UI.
This lets companies’ marketing teams focus on defining the strategy and letting Datatrics work independently.
Speaking of the market, in which business sectors would the MailUp-Datatrics integration have the greatest effect?
The combined use of Datatrics-MailUp brings great added value to any company, regardless of the sector to which it belongs. But the integration is truly decisive in the e-commerce/retail and travel/leisure sectors thanks to the high level of email personalization. This leads to a significant increase in email marketing and sales metrics.
Furthermore, information relating to user behavior with emails (openings, clicks, etc.) can be intelligently reused to stimulate purchases on the site and optimize advertising campaigns.
What type of progress has Datatrics made in Italy since its arrival? Has it been easier or more difficult than abroad?
Datatrics has been very well received on the Italian market. Our country has different characteristics compared to Holland, where Datatrics was launched over two years ago, and where the internet penetration and digital skills are far ahead of Italy.
This is why the “education” aspect is decisive for us, that is, helping companies understand the benefits of a tool like Datatrics. And the results will speak to this.
The number of Datatrics customers grows every week, and in just a few months we’ve reached 10% of the Dutch customer base. Italian companies are very demanding; they encourage us to continue working to improve the platform with new features and additions.
How do you see the future of Datatrics?
The future prospects are absolutely encouraging. We have a lot of room in the Italian market, a large margin considering the increasing awareness of the need for Predictive Marketing tools. I certainly expect more competition in the coming years, but Datatrics will continue to work to be a step ahead.
The Italian team is growing: there are currently four of us split between the Sales and Client Success areas. The commercial structure continues to grow and we expect more new entries in the coming months with roles such as Account Manager and New Business Development Coordinator. Similarly, we will also enhance the Client Success area by adding a Solution Architect.
I also expect Datatrics to consolidate in the Dutch market in addition to international development in other countries.