What is predictive modelling in marketing?

October 27, 2010By Simon FosterCRM Training, Customer Analytics Training, Direct Mail Training, Direct Marketing Training, Media Evaluation Training

Predictive modelling is a term with many applications in statistics but in database marketing it is a technique used to identify customers or prospects who, given their demographic characteristics or past purchase behaviour, are highly likely to purchase a given product. In this context, ‘predictive’ does not simply mean predicting the future; it means identifying the quantitative factors … Read More