- Shahzeb Arif
Predictive modeling has become the forefront of analytics and has changed the way companies look at consumer data. Broadly defined, predictive modeling is the ability to predict future behaviors using models that are empirically derived and statistically valid. For marketers, predictive modeling uses past consumer data to predict how your marketing efforts will affect consumer behavior and decision making.
To better understand the benefits of predictive modeling, we look at three questions predictive modeling can answer for marketers.