Analyse your customers' behaviour to predict the future

Prediction is good. To position the next offer, to adjust prices in the future, to develop communications... You need information about your customers. Where can you find it? Read all our advice on how to use predictive marketing.
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All this information just a click away

Forget the crystal ball

The Madame Irma technique has never been reassuring in business. Even if intuition can sometimes be useful. To convince others, starting with yourself, two or three tangible elements of analysis are welcome. And yet, without you often being aware of it, a range of qualified information is at your fingertips. How can you seize it?

Collect data

1. About your contacts

Are your approaches to your leads - sales contacts - conclusive? It's worth asking yourself this question, so that you can :

• improve them - if they are not very successful as they stand, knowing why will enable you to put things right,
• or stop them - there's no point continuing and spending time on them if they don't work.

This feedback is crucial. For a mailing campaign, for example, it's the basis. But depending on the tool you use, the data you have will be more or less significant. Email marketing software always indicates the open rate and deliverability, for example. But some, like Sarbacane, will go further and provide you with more detailed information, such as :

• average reading time spent,
• the device used to open it: smartphone, tablet or computer,
• or even location by geotracking.

2. Around your content

If you are implementing a content marketing strategy, you will have different types of online content. This can include :

• articles on your blog
• a white paper you've produced
• various documents such as case studies that you offer,
• and so on.

Once posted, this content is "self-service". But for you, knowing who has worked on what content can be invaluable. A solution like Sparklane makes this possible. Knowing each person's areas of interest allows you to understand their issues, current affairs or profile, so that you can adapt your approach accordingly.

3. Around your site

In addition to your marketing content, there's your website. As the showcase for your business, it too is freely accessible. Knowing that a prospect has returned to browse it for the fifth time, paying particular attention to your "prices" tab, is information of the first order. For you, it's the signal that you've reached a decisive stage of maturity. It's time to make direct contact. With a tool such as the Visiblee tracking tool (formerly Salezeo Lead), this data from your site is collected and automatically entered into your database and/or customer file.

4. Your social networks

Your presence on the web also extends to your social networks. Your followers are your zone of influence: customers, prospects, partners, competitors, etc. When you publish a post, it would be interesting to know more about the profile of :

• those who liked it
• those who reacted
• those who clicked.

You could do this manually. But it's time-consuming and laborious. What if an application did it for you? That's what Agora Pulse offers. The public data of users interacting with your account is analysed. Badges and tags are assigned to them, so they can be finely qualified to enrich your database.

5. Around your surveys

Another way of getting to know your customers and prospects is to ask them a series of questions. Many companies carry out surveys or polls. With Oryanoo CRM, you can create your questions and design the fields to be filled in simply and intuitively. The application then analyses the results and provides you with a report.

Using them backstage

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Now you know everything you've always wanted to know. But what are you going to do about it? Because it will only add value to your marketing strategy if you integrate it with your CRM (Customer Relationship Management). And that depends on what you can do with your CRM in terms of customisation. Standard software rarely provides THE configuration that would be most relevant in your case. Without the leeway to customise profile fields, for example, your data may be top-notch, but it will still be unusable. On the other hand, with a CRM like Magic Business, customisation is at a maximum, to enable more judicious filters and better exploitable segmentation.


Armed with reliable sources of information specific to your clientele and activity, you can readjust your model and modulate your offer, to bring yourself into perfect harmony with the expectations you have identified and... hit the bull's-eye!