Predictive analytics promise to help us predict the future – a capability that has always fascinated mankind. In the world of marketing, data analysis that enables forecasts of the future, would be a powerful instrument for using budgets in a targeted way and optimizing the success of campaigns and measures.
The digitalization of corporate communication is progressing. Two key features of this development are the advent of big data and the associated automation in marketing. But the main problem with this development is that marketers are marketers. They’re not data analysts.