Simply Unpredictable


“It’s tough to make predictions, especially about the future.”

–Yogi Berra

If the last year or so has taught us anything, it’s that the world is unpredictable. Whether played out on the stage of politics, world events, or popular culture, the future just ain’t what it used to be.

That shouldn’t be too surprising. Technology is accelerating at an exponential rate, and many facets of personal and public life are being swept up in its vortex.

When it comes to business, this can be a tremendous challenge. That’s because success in business is often based on being able to predict enough of the future to make wise investments that will capitalize on coming opportunites.

Here at Wiland, our tagline is Delivering the Future.

Does that mean we have a lock on the future (as in Back to the Future when Marty McFly went back in time and found the Baseball Almanac as a sure bet for…well…betting)?

No, we don’t have all the answers. But what we do have is the massive, detailed data and the sophisticated analytics to predict consumer, donor, and subscriber behavior with remarkable accuracy.

And while we can’t predict the ultimate behavior of every individual in our database—all 235 million of them—we can give marketers and fundraisers an edge in reaching their optimal audience. That’s frequently that edge that makes the difference between profit and loss.

There is a tremendous opportunity for marketers to reach the right people before they are even in-market.

There’s a lot of attention being paid these days to catching consumers in the micro-moments that constitute the path to purchase. Quite frankly, we’re impressed with the continuous improvement in technology that Google and others are developing to be able to move people to action at those critical inflection points.

But before someone ever raises his or her hand to say they are in-market to make a purchase, there is a tremendous opportunity for marketers to reach them—an opportunity to build brand awareness and brand preference with people who our models predict will become long-term value customers, donors and subscribers. That has the effect of steering resources in the right direction at the top of the funnel. It also lays the groundwork for impressive results at the bottom of the funnel.

We are able to do this because of the massive transaction data we have, contributed and continually refreshed by our more than 3,500 clients spanning multiple industries and categories, and reflecting billions of transactions and trillions of dollars in spending. The massive scale of this data is matched only by its diversity. To say we have a “360-degree view” of the customer is an understatement.

So can we tell you the Cubs will repeat as World Series champions? That’s simply unpredictable.

But we can tell you who your audience is—and equally important, who it isn’t.


Categories: Business Intelligence | Tags: , , ,
There are no comments on this post. Be the first to add one!

Post Comment