Understanding what your audience wants is no longer enough. In modern marketing, success lies in predicting what users will do next – and acting on that insight. Predictive analytics allows us to move from reactive to proactive strategies, improving both performance and user experience.

At Born28, we use predictive analytics to inform campaign planning, creative development and customer journey design. By applying machine learning to real-time and historical data, we can anticipate future actions such as purchases or content engagement.

How Predictive Analytics Works

We begin by identifying key data signals – website behaviour, social interactions, product views and engagement timing. These signals are then modelled to estimate likelihoods for conversion, dropout or repeat purchases.

This allows us to do several things:

• Prioritise budget on users who are most likely to convert
• Design retargeting flows that reduce bounce
• Build email journeys that reflect user readiness
• Adjust creatives based on expected behaviour

Creative and Predictive Strategy

Predictive analytics also informs creative choices. If we know a segment of users responds well to benefit-led copy after reading FAQs, we tailor content sequencing to align with that pattern. Data informs not just targeting but storytelling.

Always Evolving

Our models are continuously updated. We incorporate campaign performance, seasonality and macro trends to improve accuracy. Predictive analytics is not a one-time setup – it is a living system that requires refinement and attention.

In a competitive landscape, knowing what a customer might do next is an advantage. Acting on that insight at the right time is a superpower. Predictive analytics gives us that power – and we use it to drive measurable outcomes every day.