Triggers are key to predictive analytics success

10/14/2013 | HeinzMarketing.com

Predictive analytics is growing for business-to-business operations, and marketers are leading the way in its adoption, said Brian Kardon, who heads marketing at Lattice. For leads and sales, the first step for any operation is to determine and test their triggers. "Often, the 'trigger' is something that you are not capturing -- but is discoverable," Kardon said.

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