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BizReport : Advertising : December 14, 2015


Expert: Predictive intelligence to mature in 2016

Looking ahead to 2016, one expert believes we will see the roles of sales and marketing staffs do a bit of a switch, with salespeople moving up the sales funnel and marketers moving down. But, the biggest change may be to predictive intelligence.

by Kristina Knight

"According to David Raab, principal at industry analyst firm Raab Associates, 2015 has been the breakout year for predictive analytics in marketing, with at least $242 million in new funding for startups that pioneer this new technology, compared with $376 million in all prior years combined. 2016 is poised to be an even more disruptive year," said Vik Singh, CEO and Founder, Infer.

Singh believes there are three main changes brands need to look for in 2016.

First, external data. Singh points out that brands have only had access to their internal sales data, but in 2016 he believes more predictive intelligence startups will change that, making external data available for branded use.

Second, more automated sales options.
◦Sales becomes increasingly automated. 2015 saw an incredible influx of solutions that provide useful sales intelligence, however much of it is presented by way of a difficult-to-manage "firehose" of information. In 2016, predictive analytics will become smarter and, rather than simply providing data for businesses to sift through, predictive platforms will offer businesses dynamic recommendations based on changing variables and sales conditions.

Third, M&A activity will heat up.

"Established sales and marketing vendors like Salesforce, Oracle (Eloqua), Marketo, and more will choose to snap up smaller, more specialized startups to build out their predictive intelligence offering. We saw a number of acquisitions in 2015 and with the recent flurry of investment, we're sure to see even more in 2016," said Singh.

Image via Shutterstock

Tags: advertising, advertising data, Infer, predictive analysis










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