Brian Kardon

CMO at Lattice Engines

Brian is a results-oriented marketing executive with more than 20 years of experience creating and implementing successful growth strategies. His experience ranges from startups to global, billion-dollar organizations. Brian is a persuasive communicator with a proven history of accelerating revenue growth, penetrating new markets, and developing products people love.

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Topic:
  • data

The Rise of Predictive Analytics

What we’re seeing is that leading marketing organizations want to do more, they’re very ambitious. And they’re starting to use all the big data that’s available to them in different silos – like marketing automation, CRM, log calls, service calls – and they’re using that to build models and predict what customers are going to do next.

So, for marketing people it means doing campaigns against customers most likely to buy, or understanding the triggers in which they’ll buy. And for sales people, it means really focusing your efforts on those accounts that are predicted to be most likely ready to buy.

So the rise of predictive analytics is something very big that we’re seeing now and we think it’s just going to accelerate in 2015.

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