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Predictive analytics is an emerging and high-interest category in the martech stack. But do B2B marketers understand what ‘predictive’ is all about?

Today’s guest is Eric Siegel, Founder of Predictive Analytics World Conference Series. He says that despite its confusing reputation, predictive analytics actually isn’t that hard to understand: it’s learning from data to make predictions.

For marketing, if you can identify customers who are three times more likely than average to respond to your outreach, those are the ones worth expending the cost of contact. As Eric says, “Business is a numbers game.” That’s where predictive analytics can help you.

If you’re interested…

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