The use of predictive analytics, which helps marketers use customer data to offer improved personalization and targeting, is gaining traction among marketers and agency professionals. Data from
eConsultancy and RedEye, a marketing automation firm, shows that 40% or more of client-side and agency professionals are using predictive analytics or have set aside a budget to implement the
discipline in the next year, according to an eMarketer article. Most of the participants polled said they hope to boost revenue and customer engagement by using predictive analytics.
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