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Predictive Analytics Can Help Get More Value out of Data – via emarketer

About half of media executives in North America said they believe predictive analytics and modeling to be one of the most helpful technologies for getting more value out of data. Around 40% said that cross-channel measurement and channel attribution is helpful. And more than a third said that campaign measurement, which includes segmentation and audience selection, was another important technology.

Winterberry Group, in partnership with the Direct Marketing Association (DMA) and the IAB, polled 211 media and marketing executives primarily in North America and asked them to choose the top three technologies that they believe will be most important in supporting their efforts to achieve value from data in the future.

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