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

Successful home services businesses are spending their money wisely by relying on machine learning. However, it takes going above and beyond the numbers to have a healthy company in the long-term. While machine learning and SAM® are part of that, it’s the intangibles like answering the phone and going above and beyond for customers that sets companies apart.

For example, Rustin and Daylen share how at the end of the day, your customers don’t know that your home services company is analyzing data about them in order to make decisions. They just know they’re receiving a great customer experience from you.

Scorpion’s Advertising Machine, SAM, uses the data collected from various marketing platforms to take your leads to the next level. Rustin and Daylen emphasize that it’s not about the number of leads, but rather the quality and if they are actually converting to sales and impacting your ROI.

“Don’t focus on the leads, focus on what drives revenue, because that’s going to grow your business.”

With SAM, Scorpion is able to predict what the average close rate is for any plumber or home services business across the country. From these predictive analytics, you can look at your home services business performance and compare and contrast. Looking at your unique numbers against those of your competition allows you to see where you might be able to improve or step it up from a customer experience standpoint or services offered perspective.

Rustin and Daylen also highlight how important it is to make sure your advertising is evolving and changing to stay ahead of your competition.

“When you actually compare digital media buys, like actual digital advertising against traditional media, digital media is up by about 20 percent over the last year.”

Social media platforms and digital entertainment services like Hulu and Sling TV are the new frontiers. Where phone book ads and TV and radio commercials used to connect you with your customer, today it’s important to stay relevant on these new platforms. If you can establish yourself early on a new platform where your customers spend time, you can build brand trust and recognition.

Rustin and Daylen explain how SAM makes it easier for your home services business to show up where your customers are.

“We own our own website platform. Most people outsource their websites… so not only do we have analytics around what do they search for, when do they search for, what were they using, what was the device, how long do they spend on the site, we know what they click on what they scroll on, what interested them, did they watch a video, etc.”

Having all of this data to build predictive analytics about your marketing performance and customer behavior in one, streamlined, integrated system, helps you make informed business decisions. There are so many options for where you can be spending your marketing budget, and it’s important to put your dollars where it will actually pay off.