Using Data In Predictive Analytics Helps B2Bs Throughout The Funnel

B2B brands have so much data in their arsenals but they need to know how to use it. Predictive marketing uses machine learning to deliver more accurate insights across the sales funnel to encourage sales from existing and new customers, according to eMarketer. Predictive marketing is “rooted in forward-looking analysis,” Rolf Olsen, chief data officer at Mindshare North America told eMarketer. The goals for predictive analytics vary: A VB Insight Study found at 33% of U.S. marketers polled cited customer acquisition as most important with 17% each for measuring customer behavior and audience insights; ad/campaign effectiveness; calculating and improving customer lifetime value; and customer retention.A typical business-to-business (B2B) brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to…


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