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The Modern Marketing Landscape

Using Predictive Analytics for a Personalized Customer Experience

The Modern Marketing Landscape: Using Predictive Analytics for a Personalized Customer Experience

Mobile has changed traditional marketing in the 21st century. With the advent of search engines, mobile technology and e-commerce, consumers have the ability to review competing brands to best fit their needs, and have on-demand ways of discovering new products. This leads to a shift on consumer expectations, making them smarter shoppers than ever before. How will brands keep up with their customers’ increased expectations? This is where predictive analytics comes in.


According to SAS, predictive analytics is the use of data techniques to identify the likelihood of future outcomes based on historical data1. In order to follow the customer journey more accurately, marketers need to use data in a smarter way.


In this report, we’ll explore the modern marketing landscape, covering how using data more efficiently will enable key benefits such as real-time advanced analytics to manage the customer lifecycle and better targeted customer models using multichannel testing vehicles.


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