Second-party data collection sits someplace around the third-party data approach. Second-party data and customization can help companies that cannot activate first-party data themselves but want to thoughtfully customize their method to specific buyers.
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,