Using Predictive Analytics to Optimize Marketing

Predictive analytics have been in use in the business world for decades. But today, there are three trends converging that give small and midsize companies the ability to leverage predictive analytics for their own marketing decision-making:

1. The WHERE: The advent of the affordable desktop and laptop computer

2. The HOW: The creation of desktop analytics applications

3. The WHAT: A meteoric rise in the availability of data of all kinds

A February, 2012 report by the Aberdeen Group finds the following:

* Average marketing response rates for predictive analytics ?leaders? are 67 percent higher than companies in earlier stages of implementation
* Customer retention rates also grew four times faster for these leaders

You can read more in this report by the Aberdeen Group: Divide and Conquer: Using Predictive Analytics to Segment, Target and Optimize Marketing