By now, everyone has heard the story of how Target uses predictive analytics to better target their customers. So why does Target engage in predictive marketing? Is it worth their time and money? As an outsider, you can only measure their success through company growth. Understanding how much of that growth is attributable to analytical efforts is known only to those inside the company. I have seen small changes in ad copy increase conversions by 50%. The fact is that every … [Read more...]