| |

Predictive Analytics Has a Scaling Problem, and Bad Data Is to Blame

June 21, 2016 | Justin Gray | No Comments |

The mentality behind predictive analytics is sound. When done right, it can help to cut down on wasteful content from your marketing team and to find ideal prospects for your product.

But even as some companies begin to embrace true data science by combining Big Data on top of traditional CRM information, we’re likely years away from most marketers catching up.

Why? Because true data science involves a lot of research and experimentation. There are no easy fixes or absolute outcomes.

Moreover, a true admission of unknowns is scary for most marketers.

Predictive analytics has a natural ceiling in terms of scale that will remain in place until data governance, collection, and hygiene becomes much, much better. In that same maturity curve, marketers must better understand how to use non-traditional information. In this article, originally published at Marketing Profs, learn how to do just that. 

 

Leave a Comment





Want more? Here's some related content

mafails_kim_featured-01

#MAfails: New to Marketing Automation and Looking With Your Eyes Shut

My most memorable fail in the marketing automation world happened when I was still pretty...
optimism_effect_Featured

Do You Have It? Thoughts on the "Optimism Effect"

I often wonder: is optimism an inherent, or learned skill? I hope it can be...
growth

The Two Things Your Business Must Have to Grow

When I graduated from college way back when (can a little more than a decade...
email best practices ebook

Walking the Talk: Email Best Practices

 Here's how WE talk to OUR clients about email. (more…)
click to convert: landing page best practices

Click to Convert: All You Need to Know About Landing Pages

The only guide you need for consistently high converting landing pages. (more…)
Content_Planning_Checklist-2

Content Planning Checklist

Your first step in the right direction to creating high caliber content is a content...
BTT_Marketing_Future-2

Back to the Marketing Future: From Demand Gen to Account-Based Marketing

Great marketing doesn't require stolen uranium. And while we may not need roads where we're...
Email Subject lines ebook

Email Subject Lines: How to Write Enticing Copy that Readers Can't Resist

With the rise of digital marketing, businesses are using multiple platforms like social media and...