Predictive analytics improves marketing results. That's hard to dispute these days, but it's not quite right.

Relevant messaging and attractive offers improve marketing results. Predictive analytics has the "potential" to help.

It's only potential because there is so much involved in doing it right. There is a broad diversity of algorithms and approaches for all sorts of purposes. As a result, most companies enlist skilled data specialists and find themselves clarifying their objectives because the typical approach is going to be expensive.

But it does not have to be anymore, depending on what you want to do.