Les technologies telles que l’intelligence artificielle et l’apprentissage automatique changent la donne. Ils ont un effet croissant sur la façon dont les gens travaillent dans le domaine du marketing et des études de marché.

Études de marché et stratégie internationales SIS

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.

L'automatisation est une tendance croissante

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.

L'automatisation a permis l'essor de l'analyse prédictive, qui prévoit les comportements futurs. L'analyse prédictive répond à des questions importantes. Ceux-ci peuvent inclure :

Qui est susceptible d’acheter notre produit/service ?
Quel est le meilleur prix pour notre produit afin d’augmenter la rentabilité ?
Qui est notre client le plus précieux ?

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 be helpful in filtering responses. Algorithms are on the rise in business and have the potential to improve decision-making.

Automatisation dans les études de marché

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.

Exemples d'automatisation dans le marketing

Trouver des échantillons

Le processus de recherche d’échantillons est devenu de plus en plus automatisé. Les spécialistes du marketing peuvent désormais utiliser la technologie de filtrage et de sélection derrière les services d'agrégation.

Enquêtes

Les enquêtes sont l’une des formes les plus anciennes d’automatisation de la recherche. Il permet aux consommateurs de répondre à des enquêtes en ligne. Cela garantit également qu’ils répondent uniquement aux questions qui les concernent.

Service client

Les entreprises utilisent également l’automatisation des réponses aux clients. Par exemple, si plusieurs consommateurs ont une plainte particulière, le spécialiste du marketing peut générer une réponse automatique. Ces réponses automatisées libèrent l'équipe d'assistance pour qu'elle puisse résoudre d'autres problèmes.