Roughly 4 in 10 in-house marketers and agencies are either using, implementing, or budgeting for predictive analytics, a new study from Econsultancy and RedEye has found. For company respondents to the survey, which was fielded among about 400 digital and e-commerce professionals with a heavy UK skew, increasing revenue (73%) and improving customer engagement (70%) are the highest priorities for developing predictive analytics capabilities.
While the report points to the “increased accessibility” of predictive analytics today, this is still an area where there is much room for growth. To wit, while almost 8 in 10 company marketers rated their organizations as at least competent in descriptive analytics (who, what when, how, where?), only 23% could say the same about their competency in predictive analytics. Read the rest at MarketingCharts.com.