There’s no marketing crystal ball, but we’re getting closer with predictive analytics.  We all know that past behavior predicts future results – at least most of the time.

 

Marketers tend to rely on past behavior and results to construct the next campaigns and communications.  To insure this history is accurate and quantifiable, data analytics should be applied to verify or challenge what we think will predict the future

 

But, before you get caught up in predictive analytics,

understand that there are three levels of predictive analytics.  They are:

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Our advice is to master Level 1 and then move on to Levels 2 and 3. 

 

We know how to go from Level 1 to 3 with our data analytic experience and capability.