As people browse websites on the internet, many websites capture browsing activity and customer preferences in small files, called “cookies.” These cookies allow websites to provide a personalized experience for customers when they return to the website. Cookie matching is a way of correlating the cookies that have been generated by the same person on different websites – this allows one website to purchase targeted ads on another website that the customer visits. This is why you see an ad on Facebook for a product that you just looked at on another website.
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,