Predictive analytics is probably the hottest thing in marketing analytics right now. Predictive analytics go beyond describing consumer behavior to predicting how consumers will behave in the future based on data.
If you’ve never heard of it, don’t feel bad–marketing lags behind many other business disciplines in using data to drive decision-making. In fact, marketing still struggles with descriptive statistics, which merely describe behaviors, such as visits, ad responses, etc.
Author: Angela Hausman