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David Bairstow is a featured contributor to Predictive Analytics Deconstructed: A Super-Simple Recipe for Marketing Success report.

Here's the complete contribution:

As location intelligence continues to become more integrated into core marketing technology solutions, we anticipate predictive analytics having a larger influence on marketers’ overall strategy and planning. Struggling to drive consumers to their stores, retailers especially are paying closer attention to competitors moving in nearby and the impact it has on their business.

The evolving world of Amazon is a good example of why predictive analytics will become more important in the next couple of years. Now marketers need to consider what their game plan is when Amazon moves into their own area of operation – whether that’s in the form of a Whole Foods store or an Instant Pickup location.

By studying the impact of prior site openings in similar geographic areas, marketers are better equipped to understand and anticipate how consumers will react and can adjust their marketing tactics accordingly in order to preserve market share and loyalty.

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