Page 10 - index
P. 10
RESEARCH, ANALYSIS & TRENDS
Obstacles for predictive analytics
still persist
The global predictive analytics market is ex-
pected to grow to more than US$ 9 billion by
2020, according to Markets and Markets, mainly
because of the transformation from traditional
Business Intelligence (BI) techniques to ad-
vanced analytics techniques and massive surge
of structured and unstructured data.
Dealing in general with extracting information from
data and using it to predict trends and behavior pat-
terns, help marketers to provide improved personal-
ization, understand user behavior across devices
and anticipate consumer needs. To no surprise it is
gaining plenty of traction with client-side marketers
and agency-professionals alike. The majority of
marketers who turn to predictive analytics hope to
use the technology to increase revenue (73%) and
customer engagement (70%), as eMarketer’s recent
study reveals.
Among those marketers who already use or plan to
use predictive analytics, the technique is also useful
in providing a variety of customer insights. Around
83% said they used or planned to use predictive
analytics to better understand customers.
10 Asian eMarketing - September 2016 - Search Analytics & Search Engine Optimization
Obstacles for predictive analytics
still persist
The global predictive analytics market is ex-
pected to grow to more than US$ 9 billion by
2020, according to Markets and Markets, mainly
because of the transformation from traditional
Business Intelligence (BI) techniques to ad-
vanced analytics techniques and massive surge
of structured and unstructured data.
Dealing in general with extracting information from
data and using it to predict trends and behavior pat-
terns, help marketers to provide improved personal-
ization, understand user behavior across devices
and anticipate consumer needs. To no surprise it is
gaining plenty of traction with client-side marketers
and agency-professionals alike. The majority of
marketers who turn to predictive analytics hope to
use the technology to increase revenue (73%) and
customer engagement (70%), as eMarketer’s recent
study reveals.
Among those marketers who already use or plan to
use predictive analytics, the technique is also useful
in providing a variety of customer insights. Around
83% said they used or planned to use predictive
analytics to better understand customers.
10 Asian eMarketing - September 2016 - Search Analytics & Search Engine Optimization
