
Predictive Analytics in Marketing: 9 Use Cases, the Data Behind Them and a 90-Day Rollout
TL;DR Predictive analytics in marketing uses past customer and campaign data to estimate what each person or account is likely to do next. Those estimates decide who sales calls, which offer someone sees, when a message goes out and where the next dollar of budget goes. The nine common uses are lead scoring, purchase propensity, next-best-offer, churn risk, lifetime value,



