After the company has collected sufficient data on the actions taken by its own customers, predictive analysis makes it possible to identify similar patterns in user behavior and thus facilitates personalization of the experience, be it in terms of the content offered or modifications to the digital interface displayed to the user.
Predictive analysis adds another layer to the techniques used in CRO, the experimental research methodology that facilitates optimization of the conversion rate of digital applications. By means of predictive analysis, Like Reply evaluates all the paths taken by users on a digital platform, identifying the content that users visit most often before effecting a specific conversion (e.g. registration, lead, purchase). This kind of analysis would be impossible using descriptive analysis tools, since the possibilities, sequences and modes through which the user may interact with a platform can be manifold and very hard to predict in advance.