Part 17: Predicting Revenue Based on Audience Quality

This is the holy grail of marketing.

It means that at any given time you are leverage a data set of intent markers based on deterministic probabilities to determine if your marketing efforts are likely to produce improved results, live.

1st Level

The first level of this is looking at readily available stats that live in your existing store platforms, breaking them out in combination with your spend patterns then looking at the quality of the audience. The problem is that no one knows what their daily quality of audience is because there hasn’t been a way to understand performance other than 1st party data and purchase events.

2nd Level

Incorporating channel specific customer feedback via sign up forms from potential new customers while excluding existing customers to better understand their likelihood of conversion, then working on optimizing all the customer touchpoints to increase overall conversion.

3rd Level

Integrating all of the above with an AI Agent to create briefs and strategy for automation.

Here’s the catch though, you need to do level 1 to get to level 2 to unlock level 3.

The vast majority of brands don’t have level 1.

My hope is that this framework explains why this strategy is the key to unlocking your full marketing potential as a brand while reducing and streamlining costs with smarter measurement.

That’s it.

Now all you have to do is focus on improving the customer journey.

Good thing I have some guides for these things too.