Marketers are always looking to expand their reach. It’s the number of potential customers might see your marketing messaging. The more people who see you, the more that might be interested in your product or services. However, it’s not just a numbers game: 1 million uninterested people are not worth 10 interested ones. This is why targeting and personalization are so important.
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,