In a global marketplace, you need a competitive edge when reaching global customers and running marketing campaigns in different countries. If you’re a business-to-business (B2B) software-as-a-service (SaaS) company, using predictive analytics can be a great way to get inside the minds of your global customers and deliver the tailored, localized experience they are looking for.
Imagine taking the information you already have (such as web, social, customer relationship management, and business data) to predict what might happen in the future. In the past, this type of predictive analytics was only available to large enterprises with sophisticated data systems and the teams to support them. However, things are changing. Here is what you need to know if you want to start using this type of analytics to get your localization strategy right:
How Do These Analytics Work?
When companies employ predictive analytics, they use the data to create rich customer profiles and personas. If you understand the offerings that matter to your customers, you can tailor your marketing to better respond to them. Analytics are a powerful weapon that can help you micro-target your marketing so customers feel you are addressing their personal needs.
For example, you can market differently depending on whether your customers are happy with your product or are considering abandoning it—analytics will help you separate those segments. This also applies to your localization strategy. Using analytics, you can find out where your customers are located, which languages they speak, and their typical buying behavior. Because B2B SaaS customers prefer to shop in their own languages when making purchases, marketing in your customers’ own languages and adapting all site content to local norms will help make your product or service more appealing.
Analytics data can help you decide which languages to translate into, where to start with localization, and which offers will be most appealing in which markets. Once you have the data to back it up, you can easily build out your localization strategy and choose the right translation software for your business.
Many of the world’s most successful companies use analytics in this way. For example, every time you log in to the Netflix video service, it suggests a program that might interest you. Netflix already knows what you have watched in the past and how you rated it. Over time, its algorithms get better at working out what you might like and its recommendations become even more targeted. This is predictive analytics in action. Combine it with localization, and it becomes even more powerful.
A case study published on SaaS in the Enterprise shows how one company used predictive analytics to boost offer responses by up to 45 percent, click-through rates by 20 percent, and web traffic by 25 percent.
Your client personas will also become more focused over time because of the power of predictive analytics. Add business intelligence to your global marketing strategy, and you will be ahead of the micro-targeting curve.
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