In its simplest form, predictive analytics helps to identify the likelihood of future outcomes based on historical data. In other words, you take the data you do have to predict the data you don’t have.
Of all the tricks in the predictive analytics bag, purchase intent can be one of the most exciting, mostly because in the digital world, it’s extremely actionable. If you know what signals are predictive of real, tangible value, then you’ve got some very clear targets you can optimize against, which can not only give the business a significant lift, but also can do so in a very quantifiable way.
