Did Real-Time Kill Predictive Models?

The only thing better for a marketer than anticipating the future behavior of a consumer is for a marketer to know how a consumer is acting right now. Thanks to today’s technology, marketers do know how consumers are acting in real-time. ClickZ asks, “What does that do to predictive models?”

Marketers are able to use automated technology to make decisions faster; in real-time, even. It seems to help everyone and everything – brands, marketers, consumers, publishers – except for old methods. So does that mean predictive models are dead? Or are they merely evolving?

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