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.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.