Move over programmatic, predictive marketing is the new kid on the block

Mailee Creacy explains four tools of predictive marketing that will see it transcend programmatic's capabilities. As we all know, programmatic combines the ability to reach consumers across an expansive media landscape with the opportunity to measure and optimise campaigns in real time. Now, predictive marketing is transcending these capabilities through the application of artificial intelligence and big data – helping marketers anticipate consumer needs and wants, optimise every part of the marketing mix, and deliver seamless, always-on, always-relevant experiences. The predictive revolution in digital marketing is upon us, brought about by four key factors: unified profiles, algorithmic attribution, applied AI and dynamic creative. By harnessing these forces, the most innovative predictive marketers will be able to create individualised, custom consumer experiences unlike anything done before.