Predictive Analytics for Marketers: The Basics

Despite the recent hype, predictive analytics has been around for over 80 years. At least the mathematical models underpinning this branch of data science have. It has only been in the last few years that thanks to increasing computing power and nifty software interfaces, analytics has become accessible for the average person -- and the marketer. Let's start with the word predictive. As marketers, we can "predict" a lot of things.