predictive analytics for b2b marketers · 1 predictive analytics for b2b marketers christopher s....
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Predictive Analytics for B2B Marketers
Christopher S. Penn
VP Marketing Technology
SHIFT Communications
@cspenn
Predictive Analytics for
B2B Marketers
Christopher S. Penn
@cspenn | cspenn.com
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Problem
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Fighting the Last War
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What are predictive analytics?
The Purpose of Analytics
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Hie
rarc
hy o
f A
na
lytics
Proactive Do it for me
Prescriptive What should we do?
Predictive What will happen?
Diagnostic What happened?
Descriptive The data
@cspenn | Christopher S. Penn | The lower left portion of this chart is originally from Gartner Inc.
December 25, every year.
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Predicting The
Specific Future
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How do predictive
analytics work?
S-ARIMA
Auto-Regressive Integrated Moving Averages
(w/Seasonality)
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Was that even
English?
Auto-Regressive Integrated Moving Averages
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Auto-Regressive Integrated Moving Averages
Auto-Regressive Integrated Moving Averages
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Auto-Regressive Integrated Moving Averages
Auto-Regressive Integrated Moving Averages
(w/Seasonality)
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Auto-Regressive Integrated Moving Averages
(w/Seasonality)
What we can’t predict
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B2B Examples Predictive Analytics
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What Tools Do Predictive Analytics?
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Machine Learning Tools Used For Predictive Analytics
If Data Is The New Oil
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Developers Data Scientists Marketing
Technologists
Start Predicting
Today!
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Ask me (almost) anything at the Post-Presentation Huddle!
@cspenn | cspenn.com | @shiftcomm | shiftcomm.com