10 October, 2017
Converting Analytics Into Action: The Predictive Analytics Understanding-Activation Gap
Converting analysis into behavior-changing programs if often challenging for marketers. While descriptive analysis investigates what has happened in the past (i.e., what is the demographic profile of individuals who buy shampoo), predictive analytics uses existing data and trends to predict what might happen in the future (i.e., integrating different data to predict the market share a company might achieve as they enter a new geography).
Predictive marketing company Radius conducted a survey with Demand Metric to identify the key challenges facing B2B marketers and the impact of predictive analytics. The following, from Shari Johnston, SVP and Head of Marketing at Radius, provides insight on how marketers can convert analytics into action.