Forward to the Future: The State of Predictive

September 07, 2016 Share this content: Knowing not just how often someone stops for Starbucks but why In one sense, marketing has always been future-based. After all, it typically takes place before a purchase happens. But in today’s terms, predictive marketing, based on predictive analytics, amounts to much more than hoping and believing that a home-maker will buy dish soap in the very near future.  Predictive marketing is clearly a very big deal right now, and the reasons for its current impetus are clear too.  We’re looking at a perfect storm of technological and cultural factors, driving marketers to claim with ever greater confidence that they know what we’re going to do next—and why. Related Articles Hype or Reality? As with big data a few years ago, there’s been plenty…

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