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Marketing and Communications
Gartner Glossary
Predictive Analytics
Predictive analytics is a form of advanced analytics that examines data or content to answer the question, “What is likely to happen?” It is characterized by techniques such as regression analysis, multivariate statistics, pattern matching, predictive modeling and forecasting. Predictive models score the propensity for customers to respond to a marketing campaign by analyzing historical patterns, relationships and behaviors.
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