• eMarketer, Wednesday, February 1, 2017 8:57 AM

A November study by Marketo found that predictive tools were the main technology that U.S. marketers planned to use in 2017, with nearly 70% of respondents saying they had such plans, according to an eMarketer article. The study surveyed 620 marketers in the U.S., Australia, France, Germany, and the U.K. Predictive tools seemed less important in the other countries in the survey. The eMarketer article defines predictive marketing as "the use of data science to determine which marketing actions are likely to succeed and which are likely to fail."

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