Who would've thought just a few short years ago that we'd be speaking about predictive analytics and machine learning in the same sentence? But it has received increased attention recently thanks to open source programming like R and Python, which have introduced new ways to process data, and the growing application of JavaScript as more than a client-side language. Open source programming also thrives on sharing technique and solutions. All of these developments, combined with cloud solutions, have ushered in accessibility to machine learning techniques in almost every industry and research. Companies have been just getting by with basic metrics that explain what has happened with marketing activity on a website.