Predictive analytics uses historical data, statistical algorithms, and machine learning techniques to predict the likelihood of future outcomes. The goal is to predict what’s likely to occur by going beyond merely assessing what’s happened. Some techniques like send-time optimization, subject line optimization, and A/B testing auto-winner selection allow you to use existing user information to create successful, personalized, and engaging campaigns.
When integrated with a marketing automation platform, predictive analytics can help marketers automate the selection and sending of extremely personalized messages. Used carefully, it can help to create the ideal conditions for personalized marketing at scale: targeting the right person with the right message at the right time on the right channel—and providing the value they seek.