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Predictive analysis is the use of Big Data and machine intelligence to predict the likelihood of a specific outcome, such as a trial user becoming a paying customer. Marketers can theoretically [...]

The Myth: I have been involved in marketing analytics work for some years now. It requires me to regularly talk to CXOs about their big data challenges, and their plan to leverage this data to [...]

Consumers today produce most of the data that marketers need. For example, 42 percent of European consumers conduct web searches on their mobile devices while shopping in brick-and-mortar stores. [...]