Apps are already a part of our lives, slowly but surely we will become dependent on them as they become the digital centerpiece connecting our day-to-day devices. Predictive apps are a relatively new design paradigm that uses predictive analytics, to provide the right information to the right consumer at the right time. Consumers in general are expecting to have more personalised relationships with the various brands in their lives and therefore the answer to making your company stand out in the digital world lies in the creation of predictive apps. In order for predictive apps to realise who the customer is, detect the intent of the customer, and ultimately create content to match the intent, new components and architecture must be implemented.
Predictive analytics uses various techniques to predict future outcomes. Some of the techniques used include data mining, modeling, statistics as well as artificial intelligence. Together these techniques enable businesses to predict future decisions and ultimately improve their direct marketing efforts. The data mining process allows businesses to discover relationships between structured and unstructured data.
Structured data is data that can be used immediately for analysis, for example age, gender, income etc. The unstructured data is the textual data used in the building of the model. The textual data can be extracted from social media content for example. Different types of software can be used to make predictive analytics possible. IBM predictive analytics is one of the most commonly used types of software and offers easy to use products and solutions to meet the needs of specific users with different skill levels. Predictive analytics not only gives businesses the opportunity to predict future outcomes, but also enables them to suggest actions to their consumers and provide decision options. The latter can be seen all over the websites of big e-commerce companies and now apps are also utilising these analytics.
Apps to watch
1. Direction
Various apps have already started making the prediction of the future a reality. An app like Snips is able to predict what you need for wherever you are. Open Snips whenever you are on the move and it will help you find any location, from a friend’s house to meetings, addresses or reservations. Snips can show you every way possible to get to your destination and will over time learn how you move through the city to ultimately predict where you are going next.
When traveling, Hopper is a great app to help you predict and watch for the best prices when booking a flight. It picks up places you search and suggests the best time to book for the time you would like to travel. It tells you when to wait and how much you could save; it also gives you a time frame to book before, as to not miss out. The app simplifies hunting for cheap flights and makes booking a flight a dream with its tap and book feature when ready to buy.
Predictive apps can also show you ways in which to save money. Consider an app like Hive, which learns what your energy needs are and adapts to your lifestyle. It helps you control your energy usage from anywhere so that you can save money on your monthly bill. With Hive you can, for example, control heating within your home and turn of and switch on lights simply by using your phone.
4. Healthcare
The healthcare industry is also depending on predictive analytics so much more than in the past. We expect medical doctors to have done all the research possible for them to make informed decisions about the conditions of a specific patient. This can unfortunately not always be the case, mainly due to the high volumes of information available as well as the limited time available. Although with the rise of predictive analytics it is becoming a reality. Predictive analytics uses technology to search through masses of information and analysing it to be able to predict outcomes for specific individuals or patients. The data mining technique would be used to include and search data from past treatment outcomes as well as the latest journals and other medical research. Through the use of predictive analytics, medical doctors will be able to increase the accuracy of medical diagnoses, provide the employees in a hospital with predictions concerning insurance costs and also provide physicians with the answers they are seeking for individual patients.
5. Fitness
Apps within the health industry are also being developed in order to predict our health needs. Wearables like, for example, the Fitbit, have been developed in order to track the performance and athletic activity of individuals through using alerts and built-in sensors. This would help individuals to be aware of potential illnesses and also help them detect something as simple as the possibility of a pulled muscle, before it even happens. Predictive apps are impacting the technological world in an extraordinary way. People have less time available to do thorough research and are ultimately relying on predictive analytics to help with decision making wherever possible. Predictive analytics is changing the technological world that we live in and the way we look at marketing dramatically. It is, as seen in the examples mentioned above, making the decision process for the consumer so much simpler and enables marketers to communicate with consumers in a more direct and personal manner. As predictive analytics are able to predict what users are going to do in the future as well as the logic behind it, marketers are able to create more personalised campaigns.
Through predictive app marketing businesses will be able to grow their user base, engage and retain existing users and also convert users into customers by simplifying their decision process and providing them with options, eliminating the time being spent on research to compare different options.