How to: Get started with predictive analytics

Adi Clark, head of analytics, B2B & BI at Harte Hanks, outlines eight key steps for B2B brands looking to enter the world of predictive analytics

Predictive analytics can help B2B marketers target prospects displaying a tangible need for a specific offering. This enables sales and marketing efforts to focus on those organisations most likely to convert. But large swathes of data are inherently complex, so where do you start?