Barry Levine says, “Usually, I’m reluctant to cover reports that point to solutions offered by the report’s sponsor.

That’s the case with a new report, out today, from Forrester Consulting. Called “How Predictive Marketing Analytics Boost B2B Performance,” it was commissioned by predictive analytics firm EverString.

But this report offers some findings that could answer a key question about predictive analytics: How do you know if it works?

When one asks predictive analytics vendors, they talk about A/B testing, or comparing the business before and after using predictive tech. But that’s not always a very feasible solution.

For instance, if your company’s web site uses predictive analytics to predict which product I should be shown next — because my profile indicates I should be interested on this January day in a pair of warm socks, for instance — how does the site know the prediction is accurate?“.

Forrester Report: Companies Using Predictive Analytics Make More Money

Marketing Land