Digital marketing has long promised greater effectiveness and efficiency thanks to data, and a host of tools and techniques have been added to the marketing stack to that end. Predictive marketing—a method of extracting information from customer datasets to detect a pattern and, ultimately, predict future outcomes and trends—is quickly becoming important among business-to-business (B2B) marketers.
According to a September 2015 EverString survey, more than two-thirds of US B2B marketing professionals at the director level or higher believe predictive marketing will be a key piece of the marketing stack.
For most, though, it isn’t key yet. Almost half (47%) of respondents said their company is aware of predictive marketing and currently investigating how to use it. Nearly a quarter more not only did not use predictive marketing, but also said the concept was new to them. Read the rest at eMarketer.