How Predictive Marketing Technology Spurs Success

By Dennis McCafferty  |  Posted 2015-11-18 Email

The majority of organizations have adopted predictive marketing solutions, according to a recent survey from Lattice. The resulting report, "The Predictive Journey: 2015 Survey on Predictive Marketing Strategies," reveals that most of the executives surveyed who are involved with predictive analytics said these solutions have delivered a positive return on investment (ROI). With this momentum, many anticipate significant increases in their predictive analytics efforts during the next year. This translates into tangible career opportunities for IT professionals, as organizations continue to seek additional pros with proven, predictive tech and analytics skills. "Marketing teams are increasingly making the shift toward predictive marketing," said Shashi Upadhyay, CEO of Lattice. "But there is tremendous potential for teams to better understand how to harvest the most relevant data points and turn them into actionable insights. With more and more of the buying process happening online, it is critical that every marketing team is one step ahead of buyers, [closing] a deal at the exact moment a potential customer is most likely to buy." More than 300 CMOs and business executives and directors took part in the research, which was conducted by Forbes Insights.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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