Data Science for Marketers (Part 3): Predictive vs Prescriptive Analytics

How much would you like to know what your customers are up to and what kind of nudge they need to convert? Your past data holds answers to likely future outcomes, and predictive intelligence helps you unlock those.

While the concept of advanced forecasting isn’t new – the airline industry has been analysing their flight data for years to minimise late arrivals and optimise routes – it is now starting to reach its full potential in the marketing industry. So far in this series, we’ve looked at how to get your data ready and descriptive v diagnostic analytics. In this third and final chapter, we explain what exactly you can achieve with a mature big data analytics setup.

Author: George Karapalidis

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