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NEWS: Measuring results revealed as biggest predictive analytics challenge

Marketers are struggling to accurately measure results generated by predictive analytics, according to research by Forbes Insights.

The study revealed 58 per cent of marketers found measuring predictive analytics results their biggest challenge, with 52 per cent citing identifying and capturing key data and analytics as another major stumbling block.

Other pitfalls included making data actionable for business results, securing budgets and funding (both 51 per cent) and identifying and managing appropriate marketing technologies (46 per cent).

More than 80 per cent of marketing executives are planning to increase investment in predictive analytics over the next year, correlating with the 86 per cent of marketers who have experienced a positive yield from its impact.