What is predictive marketing? - IBM THINK Marketing

Thank you for subscribing to the monthly THINK Marketing newsletter. Many business-people like you and me probably think of "marketing" as a set of processes that promotes our products and services with a view toward generating revenue and margin. Most consumers (also like you and me, when off-duty) probably think of "marketing" as a blur of information spamming our inboxes, mobile phones and brains. It's an altogether more negative connotation of a concept as ancient as "Adam, can I tempt you with an apple?" With "predictive marketing," businesses can better convert this negative experience into a positive perception of their brands, products and services. Put simply, predictive marketing uses advanced analytics methodologies to understand a customer's past behavioral profile, specifically the unique drivers of the individual's behavior, to predict their future behavior.