How can we expect predictive analytics to change and/or progress over the next few years? Hardly at all, says Claudia Perlich, Chief Scientist at m6d. “Very little with change, at least on the level of perception,” according to Perhlich. “I don’t think everyone will be able to do predictive modeling.”
Though somewhat less cynical, Bill Seely, Vice President of Optimization and Analytics at [x+1], still believes that the future of predictive modelling rests on the rise of “data-savvy marketers.” No rise; no future for predictive modeling, says Seely.
Along the same lines, Alex Yoder, CEO, Webtrends notes that the biggest inhibitor to technological progress is you and me, i.e., human beings. People stifle innovation for fear that new technology will threaten their job, for example. Ultimately, the ad industry will embrace data -- and predictive modelling, specifically – but only as the result of “pain avoidance.”
Predictive modelling, if you're not familar, is the process by which a model is created or chosen to best predict the probability of an outcome.