Best Practice Report

Applying Predictive Analytics

January 1st, 2018


Predictive marketing applications solve three primary problems, each of which may occur at points before and throughout the Demand Waterfall® and customer lifecycle. The Predictive Demand Framework is a decision support tool that places predictive marketing applications in the context of the Demand Waterfall to help marketers determine if and how predictive analytics can provide effective solutions for optimizing demand creation performance. This type of analysis allows marketers, product managers and sales reps to target segments and personas more precisely, based on deep similarities between groups of companies and buyers.

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