Predictive analytics−the finding and analyzing of historical patterns in historical and transactional data to identify future risks and opportunities−has been used by marketers for years to determine the best possible time, place, and messages with which to target prospects.
Until recently, Voice of Customer data (customer data derived surveys, social media and other sources that tap into customer perception) has been left out of the predictive mix. Now, however, some brands have been harnessing this rich resource to....