Business to Business to Consumer marketing. This refers to businesses marketing to businesses who interact with consumers. It’s a hybrid or iteration of B2C: the first B is ultimately reaching the customers of the second “B”. Instead of reaching one customer at a time, it’s taking advantage of the existing customers of the second business. Think of a travel booking website: they access the customers of a hotel chain or an airline. Expedia accesses Alaska Airlines or Hyatt customers in a B2B2C model.
Predictive modeling analyzes the characteristics of business or consumer leads to find what characteristics (or signals) correlate with desired behaviors (such as purchasing your product), and then creates and tests a statistical model to assess the probability of future behaviors and outcomes. The model is then used to predict,