As Stephen Yu recently pointed out in his latest article in AdWeek, “predictable data is the most powerful indicator for future behavior”(AdWeek, 2021).

We’ve seen this to be true time and again across the thousands of jewelry campaigns we’ve been involved with over the years.

Defining the specific desired behavior objective is key to making predictive data actionably effective. One way we do this with our jewelry clients is to breakout the predictive data into various jewelry events throughout the year: the same customer will show different preferences, across multiple factors, at different events. By knowing this, we can not only help our jewelers identify who to target when and of course what, but also balance their marketing budget for that event between motivating existing customers and prospecting for new ones.

Take a look at this case study on one of our clients and let us know what you think.