Trends & Innovation

Achieving Predictive Maturity

There is a newer version of this report available: Embracing Predictive Marketing

In association with RedEye


The Achieving Predictive Maturity report, published in association with RedEye, follows on from a survey of 400 marketers carried out for the 2016 Predictive Analytics Report and aims to examine how companies move from a limited state where they are 'starting out' through to a 'strategic' state where predictive capabilities lie at the heart of the business.

It is based on a series of interviews with senior practitioners along with insights from other primary Econsultancy research.

Key themes

The following themes are featured in the report:

  • Having the right data remains the critical first step
  • Data quality is an ongoing hygiene factor
  • Automation and machine learning pave the path to the highest levels of predictive maturity
  • Business goals need to remain front of mind


Econsultancy would like to thank the following people for their contributions to this report:

  • Nathan Ansell, Global Director of Loyalty, Customer Insight and Analytics, Marks & Spencer
  • James Backhouse, Marketing Director, Evans Cycles
  • Richard Clark, Marketing Director, N Brown Group plc
  • Matthew Curry, Head of Ecommerce, Lovehoney
  • Lara Izlan, Director of Programmatic Trading, Auto Trader
  • Simon Kaffel, Head of Data Transformation – EMEA, HSBC Retail
  • Katrina King, Head of Customer Marketing, Direct Line Group
  • Colin Lewis, CMO, OpenJaw Technologies (former marketing director, BMI)
  • Peter Markey, Marketing Director, TSB
  • Clement Mazen, Senior Growth Manager, HomeAway

Table of contents

1. Executive Summary

  • Methodology

2. Foreword by RedEye

3. Introduction

4. Building Predictive Models – Finding the Raw Materials

5. Managing Data Quality for Effective Predictive Modelling

6. Automation and its Contribution to Predictive Maturity

7. Business Goals – Predictive Modelling's Sense-Check

8. Conclusion


  • Pdf Disabled Achieving Predictive Maturity (5.99 MB PDF)

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