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We’re not sure if even we could have predicted the massive momentum of predictive analytics that has happened in the past few years. Whether it’s upward trending on Google Trends, news reports and research papers, or the scores of conferences and events dedicated to the topic, it is clear that it’s a hot business topic and one that will only grow in importance.
Like many trends, it has taken some time to figure out whether the idea has “legs.” And the only way predictive progresses from a trending topic to a technology staple is by proving its impact. Since 2009, when Radius was founded and when the term “predictive analytics” began to gain traction in business and technology circles, what began as a topic of experts or an ambiguous idea lost in the macro concept of data is now a mainstream topic and has become a standard layer in the modern marketing technology stack.
To gather concrete evidence about the importance, impact and usage of predictive analytics, we partnered with Forrester to establish a definitive understanding of who’s using predictive, the ROI that adopters are experiencing and the marketing decisions and outcomes that are influenced by these advanced analytics. Following a 3-month field exploration that involved detailed surveys and conversations with over 100 business-to-business CMOs, Forrester shared the findings with us and now we are sharing the findings with you. This infographic highlights the importance of predictive analytics to not just reach, but to outperform on the most critical marketing objectives. The impact could not be clearer.
Where predictive analytics may once have been viewed as niche or as having the potential to generate value for users, the study proves that a majority of leading CMOs are benefitting from a new class of technology.
The objective now is to not just survive by using predictive for tactics, but to find, plan, and execute on transformational strategies that will allow CMOs to help their companies thrive. It can and will become the vital tool towards understanding a business’ total addressable market–- which is still the #1 barrier for CMOs to drive long-term customer growth. In a nutshell, the findings place predictive analytics at the heart of revenue impact and possibility-– that it can and has enabled high performance for early adopters and that it will for those struggling with the most critical of marketing challenges.
Want to learn more from the Forrester analyst leading the revolution of predictive adoption? Laura Ramos, expert from Forrester’s CMO practice, will present these findings in a live webinar Wednesday, September 30th at 10 am PT / 1 pm ET.
Read the full press release here.
If you have any questions or would like to write about the research, feel free to reach out to [email protected].
