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Why Predictive Analytics Should Be In Your Marketing Technology Mix

Engagio

SEPTEMBER 29, 2021

There are two broad, primary predictions created in predictive analytics: classification and time-based regression. Classification-based predictive analytics is typically built into more sophisticated CRM and marketing automation software packages as an enhancement to lead scoring; your vendor may already offer it. Company: Demandbase.

Lead Ranking

Lead Ranking Marketing Automation Services Analytics Marketing Qualified Leads

Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect

Customer Experience Matrix

JUNE 9, 2010

Summary: Many vendors are now proposing to move beyond "last click" attribution to measure the impact of advertising on movement of customers through a sequence of buying stages. Of course, vendors only start pointing out a problem when they’re ready to sell you a solution. This is a definite improvement but not a complete solution.

Top of Funnel

Top of Funnel Marketing Funnels Allocation Marketing Management

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Why Predictive Analytics Should Be In Your Marketing Technology Mix

Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect

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