‘Predictive analytics: A return to fundamentals’ – Experian Marketing Forward
Enag georgy says, “These days, people are always looking for the latest buzzword. For a while it was big data, which introduced a level of scale and speed in terms of processing and making sense of data that no one had yet experienced. Today’s buzzword is predictive analytics, but many organizations don’t know where to begin to make it a reality or to translate it into business value. They look to my team for guidance on what we’re doing and best practices we can share.
Ironically, the spotlight on predictive analytics has actually emphasized the need for marketers to return to fundamentals. Brands know their customers the best, so predictive analytics must essentially pass the smell test: do these insights align with the intangibles you know about your customer? My best advice for creating a predictive strategy is not to aim for the next shiny object. Don’t focus on the algorithms and the technology, but lay a solid foundation of questions you are trying to answer on which you can build a successful analytics program”.
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