Commentary
What If You Can't Afford Predictive Analytics In Your Marketing Budget?
- by Peter Moloney , Op-Ed Contributor, March 3, 2015
Twenty years ago, if you wanted a marketing piece to look good, you had to go to a professional graphics service to get it typeset, and then a printer to get it printed. Now everybody can do that on a
PC.
But then again, you can now use purpose-built templates …
3 comments about "What If You Can't Afford Predictive Analytics In Your Marketing Budget?".
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Nice article and nice timing Pete. I think we agree democratization of intelligence and technical capabilities is expanding to places and companies that 10 years ago couldn't fathom pulling this stuff off without huge budgets.
Thanks for the article Pete. In the interest of full disclosure, I work for a B2B predictive analytics for marketing company called Mintigo.
I wanted to comment about your statement that 90% of your time will be taken up by integrating all the data stores you have access to. While I agree in part that this is a required step - since running predictive models on data is only as good as the data you run the models on - a few predictive vendors including ours bring in additional data points that most companies don't have access to. These data points include company/account and contact level attributes and behavioral/intent data found across the web (i.e., what you hear about "big data" or IoT), and thus can paint a much more complete picture.
Hoorah for the democratization of predictive marketing! Great article. Couldn't agree more. The time for predictive analytics for marketers has come - I even wrote a book about it: http://www.predictivemarketingbook "Predictive Marketing - Easy Ways Every Marketer Can Use Customer Analytics and Big Data"