USING PREDICTIVE ANALYTICS AND MACHINE LEARNING TO STAY AHEAD OF THE GAME

Source: PM360 Magazine

Featuring Kevin Troyanos, Head of Analytics, Publicis Health

Excerpted from PM360 Magazine:

Marketers should start thinking about predictive analytics, AI, and ML not as future-facing technologies, but as tools they can integrate into their existing processes to improve their current operations today. In my experience, the most successful implementations of predictive analytics, AI, and ML are designed to be activation-ready from the start, meaning they are developed and deployed in response to clearly articulated key business questions (KBQs).

High-value KBQs are lines of inquiry that have a high potential business impact and are highly actionable. For marketers, honing in on these KBQs and developing an understanding of how a predictive analytics, AI, or ML tool would fit into their pursuit of answers is a necessary condition of success.

Read the full article on PM360 Magazine and follow Kevin Troyanos on LinkedIn.