B2B and Predictive Analytics Might Go Hand in Hand in 2016

Louis Columbus wrote an interesting article on Forbes about many insights on Predictive Analytics and its influence on B2B business performance. The different aspect that he mentioned and that I want to elaborate today are excerpts of a study with Forrester Consulting. They wanted to gain additional insights into the adoption of predictive marketing analytics in B2B companies. The ways predictive analytics helps in terms of organizational performance, focusing on the correlation between predictive marketing and better business results and metrics are examined in the abovementioned study.

From Predictive Analytics to Predictive Marketing

According to its publisher, Ömer Artun and Dominique Levin’s Predictive Marketing represents a “practical guide to predictive analytics”. Recently, Hubspot’s Blog submitted a comprehensive extract from the book.

The question as to which consumers will be the next to make a purchase can best be answered by a probability prediction based on Big Data Analytics. Ömer Artun and Dominique Levin, authors of the book “Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data“, show that predictive analytics pays off.

Take their example of an online pharmacy for animals: By determining his promotion activities on the basis of customer value, the online supplier succeeded in raising his sales by 40 percent compared to the previous year. The response rate doubled without having to increase his marketing budget.