Predictive Analytics PL AYBOOKRetail marketers today have access to an unprecedented amount of data about their customers. Yet most are unable to harness even a fraction of that data to drive smarter marketing campaigns. Instead, they are relegated to using the same rules-based approaches to targeting and segmentation they have for years. Predictive models by contrast, capable of effectively processing billions of data points, are perfect for identifying behavioral patterns at scale with the help of machine learning. These algorithms can identify which customer interactions lead to a higher future spend, predict the likelihood of a purchase and detect when a customer is about to churn. Listrak’s Predictive Analytics Playbook outlines twenty ways you can easily put predic

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