Every day, I have to absorb new information and new fields within marketing. Today, the field is predictive analytics (Thank you Lewis Green for bringing it to my attention Lewis Green: Predictive Analytics). Although a general term, within marketing predictive analytics refers to using historical data about customers to predict their future decisions.
What historical data do I use? What future decisions do the analytics predict? I have to answer these questions. This post is the beginning. As always, comments on readers’ experience with predictive analytics welcome.