Now more than ever, marketers are trying to identify and reach profitable and discrete market segments that were previously overlooked in an effort to keep growing in difficult economic conditions.  Predictive analytics is one way to do that: it marries a range of consumer, transaction and media information and reveals the “who” and “how” of an effective go-to-market strategy.
Predictive analytics can help marketers in several ways:  It can provide a deeper understanding of customers to guide the marketing spend; it offers guidance on selecting messages and vehicles for communicating with …