The Progression Of Predictive Marketing (And Why It Matters)
Heinz Marketing, April 12th, 2023
Research shows 4 out of 5 marketing executives struggle to make data-driven decisions, even though 95% of companies use integrated predictive analytics.
In short, marketers have more information than they know what to do with. So, instead of generating predictions, the data is collected but left unused.
If you aren't familiar with predictive marketing, at its core, it's using historical and current data to forecast future results. The idea is to establish a model that continues to refine itself as you add new data, allowing marketers to personalize and optimize their buyer's journey.
The thing is, predictive marketing isn't new. It's been around for years, yet it's still misunderstood. To add to the confusion, it's evolving rapidly.