Predictive analytics is one of the hottest topics in digital marketing today, and it is only getting more powerful. Here, we will explore three ways predictive analytics is impacting the field of performance marketing says, Steve Yi, Co-Founder and Chief Executive Officer, MediaAlpha
There’s a lot of hype about predictive analytics, which, as most experts agree, will undoubtedly transform online marketing. The whole point of predictive analytics is to predict the likelihood of an outcome through the use of data science, so its most promising application from a marketing standpoint is in the realm of performance marketing, as these efforts are tracked and measured to a resulting sale or customer acquisition.
There are several ways predictive analytics is changing the performance marketing game. Here, we’ll explore how it enables advertisers to make smarter bidding decisions, how it allows brands to monetize their non-converting users by showing ads to these consumers and finally, how it’s leading to the demise of the black box model that ad networks rely on to maximize profits.
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