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Predictive analytics: The facts

With traditional data collection seemingly not satisfying marketers' thirst for customer insights, Maxine-Laurie Marshall explores what predictive analytics can offer marketing

Predictive analytics is one of those new trends that ‘experts’ love to roll their eyes at and tell you has been around for decades, making you feel a little silly because you’ve only just noticed people talking about it.

Pessimism and scepticism come more naturally to me than their antonyms, so I too met the words ‘predictive analytics’ with an eye roll. Using data to predict future actions seems like something marketers have been doing for a little while. But with a bit of digging I can confirm predictive analytics goes deeper than my simple explanation and is, in fact, something ‘new’ for B2B marketers.