Predictive marketing covers all techniques for predicting customers’ future actions. The predictions are made through observing customer behaviours, but also thanks to customer data. We can therefore say that predictive marketing is based on data mining actions that allow for accurate analysis at a specific time, depending on the data collected.

Predictive marketing can be used to:

• Re-target an inactive client
• Recommend specific products
• Predict purchases and consumption patterns
• Calculate different scores (interest and affinity, lead scoring…)
• Etc.

See also: Machine learning