What It Is: Predictive analytics is the antithesis of the proverbial “dumb pipe” of data that simply presents a series of performance indicators or variables over time. It goes beyond behavioral analysis to the logic of the big picture. Knowing that 70 percent of a targeted audience likes a product is great, but it doesn’t place those statistics in context, making it relevant for strategy development. That’s where predictive analytics comes in. It makes raw data actionable, linking it to past consumer behaviors as well as current variables that allow the statistician to predict the probability of new or continued behaviors.
More in Media
Time pitches GEO insights into a new brand offering
Time is turning its AI insights into a new product, selling branded content to shape how brands are talked about inside AI-generated answers.
Why The Guardian’s first reader-facing AI product isn’t a chatbot
The Guardian has begun to roll out its first reader-facing AI product. But it doesn’t really look like an AI product.
CreatorIQ and Sprinklr bet they can solve creator measurement’s fragmentation problem
CreatorIQ and Sprinklr are joining forces to bring creator intelligence, social media management, and paid amplification onto a single platform to try and solve a creator marketing problem.