Black Friday: 3 steps to boost sales with predictive analytics in marketing campaigns

Sales campaigns for commemorative dates, such as Black Friday, require efficient strategies. The period should move R$ 9.3 billion in Brazil, according to the survey of Confi.Neotrust, a reference in data and intelligence on the Brazilian e-commerce. The expectation of the company is that the event has a 9.1% turnover higher than 2023 in retail.

To achieve good sales results, predictive analysis enters as a fundamental strategy in the scope of communication, as Fabiano Cruz, CEO of the agency Alot, martech specializes in building and managing brands with strategies aligned with AI. “To predict future results, we need to collect current data. This previous study is essential, as it allows companies to anticipate consumer behaviors and adjust marketing strategies. This results in more effective campaigns, better allocation of resources and increased return on investment”, points out Fabiano. 

The CEO also states that the use of AI favors and speeds up the entire process, because with the tool data are collected from various sources, such as interactions in social networks, purchase history on websites. “Information is processed by algorithms that identify patterns and forecasts, helping to customize campaigns, optimize the customer journey and consequently the success of sales”, he points out. 

It indicates that any company can implement predictive analytics starting with organized collection of relevant data.“It is important to invest in analytics tools and, if necessary, seek partnerships with experts or data analytics consultancies.The focus should be on clearly defining business objectives to guide analysis and extract actionable insights from”, suggests the CEO. 

In terms of planning and organizing for a Black Friday campaign backed by predictive analytics, the ideal is to start with at least three to six months.“This period allows you to collect enough data, identify emerging trends and adjust strategies in advance to maximize the impact during the” promotional date, Fabiano mentions.  

According to him, three main steps are needed for campaign impact results: 

1. Offer customization: “from the insights of predictive analytics, you can create promotions that meet individual customer preferences.Perform targeted campaigns geared to the needs of each”, says Fabiano. 

2. Infrastructure preparation: “make sure there is robust technical support on the shopping site or another platform where the customer will access.Also see if customer service systems are ready to deal with the increased traffic and demands in the”, he says.

3. Multi-channel engagement: “learn what your audience's preferred channels are, whether email, social networks or applications, so you have assertive, effective and integrated communication. Black Friday is more than an opportunity to increase sales, it is the ideal time to strengthen the relationship with customers. Investing in predictive analytics and AI technologies not only drives immediate results, but also builds a solid foundation for long-term loyalty. Remember that deeply understanding the customer is the key to sustainable success in any marketing strategy”, concludes the executive.