[Note: This article touches predictive analytics issues, which are key to marketing performance. At the moment, I’m working on an MSc in Data Analytics and Marketing. One more postgraduate degree to help with my analytics career.]

by Jennifer Xue

With the rise of technology like Big Data, AI, and data analytics, marketing has been on a constant path of change. These days, marketing campaigns can use various measured activities to plan campaigns, and one of these tactics is using predictive analytics for better marketing performance, higher ROI and, ultimately, faster success.

In this article, we’ll discuss what predictive analytics is, why businesses need it, what should be measured, and how to implement it for optimized business decisions.


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