Rustin Kretz, CEO of Scorpion, and Daylen Farkas, Vice President of Advertising Research, share how artificial intelligence and machine learning are helping home services business owners win customers and discover a return on their marketing.

In today’s world, technology and the data it commands and collects has made on-demand television and movies, driverless cars, Alexa, and Uber, commonplace. However, many home services business owners are not leveraging it for their marketing.

Rustin and Daylen highlight how using predictive analytics can help you make better decisions for your business. Predictive analytics allow you to see where the market is going.

“We’re looking at all of these different things because we want to make sure that when we have a budget and we’re trying to go after customers in a certain place, that we’re putting them in front of the best opportunity.”

Predictive analytics is a lot like studying history. By studying the clicks associated with your business and target market to analyze where they came from and if they became a sale or not, you are able to predict how to advertise at a more efficient rate.

Home services businesses that utilize predictive analytics are able to reach their goals and fulfill their purpose.

“Predictive is what we use today to say ‘What is the market going to look like or generate based on what we know? And what’s the best way to spend your money based on what we know?’ And then the after part is once we run it, ‘What are we doing to constantly optimize it to what works for you?’”

Because the home services industry is constantly changing and evolving, the data you’re using to make decisions should be too. Having a streamlined system that tracks trends in your market and helps you stay ahead of your competition is key for making informed decisions about your advertising.

Rustin and Daylen share how they see businesses wasting money marketing to customers who are not interested in their product because they don’t have the tools or a system to help them make smarter decisions.

“Every plumber, every HVAC guy, they’ve got different priorities… and you can’t just come out with a cookie-cutter template and expect that to work for everybody, because it doesn’t.”

In order to help shape and mold strategies around your home services business’s goals, Scorpion creates a unique plan supported by predictive analytics. This plan allows you to look back and find trends in your market to capitalize on or learn from, and areas where you can take advantage of more opportunities.

“This is basically the system that powers all the intelligence behind our advertising… it’s dedicated to basically looking at modeling data so we can have the best results possible.”

Rustin and Daylen explain how Scorpion’s SAM helps home services businesses stop losing money and spend it effectively by using data to make good decisions. For example, when it comes to leads, it’s important to know:

As the market and ads only become more competitive in the home services industry, it’s important to make sure you’re spending your marketing budget efficiently. Local Services Ads (LSAs) are taking up valuable real estate at the top of Google search, and your home services business might be missing leads if you’re trying for a top spot with only SEO.

Stay tuned for more marketing wisdom next week on part 2 with Rustin and Daylen!