MarTech: 3 ways to use predictive analytics to make better decisions

Drive strategic decisions with predictive analytics, enhancing personalization, campaign optimization and lead scoring for better outcomes.

This article was written by Greg Kihlström for MarTech. Read the full article here.

In the era of big data, businesses have recognized the value of collecting vast amounts of information about their customers, operations and market trends. But, many still struggle to transform this data into actionable insights. This is where predictive analytics comes into play.

Predictive analytics, a form of artificial intelligence, uses historical data and advanced algorithms to:

• Forecast future trends.

• Anticipate customer needs.

• Guide strategic decision-making. 

While recent AI discussions often focus on generative AI, predictive modeling remains a powerful tool you should understand and use. This topic is so important that I wrote a book about it, “Priority is Prediction: Seven Principles to Guide Enterprises Toward Better Decisions and Greater Outcomes.” It explores how predictive capabilities significantly enhance business forecasting and strategic planning.

To better understand this, let’s explore three key ways predictive analytics drive strategic decision-making.

• Anticipating customer behavior to drive personalization.

• Optimizing marketing campaign performance.

• Enhancing lead scoring and customer acquisition.

  This article was written by Greg Kihlström for MarTech. Read the full article here.