Predictive marketing works by taking all of the data available and harnessing data science to solve top marketing challenges. It can help answer questions such as: who will be my next customer? How can I convert them? What campaigns are most effective? This presentation from Brian Kardon of Lattice introduces predictive marketing, explains the journey of marketing from an art to a science and offers examples of success.
Transcript of Predictive Marketing 101 - Lattice Engines Predictability