Tecnologias como inteligência artificial e aprendizado de máquina são transformadoras. Eles têm um efeito crescente na forma como as pessoas trabalham em Marketing e Pesquisa de Mercado.
Marketing and Market Research professionals are increasingly finding efficiencies from automation. From data collection and analysis, even to interpretation, market research has changed. The automation trend allows both users and providers to focus on predictive analytics.
Automação é uma tendência crescente
Automation benefits marketers. Even before any marketing activity starts, marketing managers want answers to specific questions. They seek a Return on Investment (ROI). Now, ad platforms include predictions of the number of clicks. Managers also want answers when an ad campaign is live and when completed. Automation saves brands money with predictions and targeting, and speeds up the gathering of results and data.
Companies can create and deploy tests quicker with automation. Dashboards and reporting portals are ways that clients can access findings and track analytics. Automation enables companies to rapidly uncover valuable market feedback to make changes and improvements.
A automação permitiu o surgimento da análise preditiva, que prevê o comportamento futuro. A análise preditiva responde a questões importantes. Isso pode incluir:
- Quem provavelmente comprará nosso produto/serviço?
- Qual o melhor preço do nosso produto para aumentar a rentabilidade?
- Quem é nosso cliente mais valioso?
The discipline involves statistics, text analytics, data mining, and multivariate statistical modeling. These tools recognize patterns and relationships in unstructured and structured information. Statistics is an important part of Behavioral Science, which predicts why consumers behave the way they do.
Machine Learning also uses statistical techniques for predictive purposes and can help filter responses. Algorithms are on the rise in business and have the potential to improve decision-making.
Automação em Pesquisa de Mercado
Market Research provides critical information about the business landscape. It plays a significant part in developing services and products. It also plays a role in getting them to the marketplace and advertising them to consumers. It also helps companies to define who and where their consumers are.
In short, market research allows businesses to pursue the most profitable growth opportunities. Market research can help companies to measure and weigh opportunities. This research enables brands to highlight those with the highest profit potential.
Automation is a discipline that helps companies to rapidly test and make predictions. The downside is that automation may miss the human connection evident in Face-to-Face and observation research. Used with other techniques such as Face-to-Face and qualitative techniques, it can be valuable for some companies. “Hybrid” methodologies that combine multiple methods can be especially useful in making sense of a complex customer decision journey.
Exemplos de automação em marketing
Encontrando Amostras
O processo de localização de amostras tornou-se cada vez mais automatizado. Os profissionais de marketing agora podem usar a tecnologia de filtragem e seleção por trás dos serviços de agregação.
pesquisas
As pesquisas são uma das formas mais antigas de automação de pesquisa. Ele permite que os consumidores respondam a pesquisas online. Também garante que eles respondam apenas às perguntas que são relevantes para eles.
Suporte ao cliente
As empresas também estão usando respostas automatizadas aos clientes. Por exemplo, se vários consumidores tiverem uma reclamação específica, o profissional de marketing poderá gerar uma resposta automática. Essas respostas automatizadas liberam a equipe de suporte para lidar com outros problemas.
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