Predictive marketing may sound like a new thing, but if you ask any retail buyer, they’ll tell you they’ve been doing it since fashion became a thing. The definition of a fashion buyer’s job is to figure out what customers will want next season–and in what quantity.
So what’s new?
Big data changes the game. Predictive analytics, the science of interpreting data to make informed marketing decisions, is on the rise–using data to figure out what you want before you know you want it.