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

Here's the complete contribution:

Right now, we’re amid an industry-wide shift as the capability sets and expectations for marketers to deliver across business units permeates more and more organizations. I recently read a stat that just 9% of marketers feel their martech stack is fully utilized – and with so many solutions claiming to be the “magic bullet,” I think we’re far beyond the point of saturation.

Over the next couple years, we’ll see marketers and agencies by association increasingly put more focus on strategic attribution and business-level outcomes in lieu of marketing KPIs. We’ll see more software solutions that provide context to data and better predictive analytics that can actually help organizations grow their businesses – in addition to better determining tactical output or measuring how a campaign has performed as this technology has done to date.

It will all come together, but I predict no single tool or solution can do this alone, or should. It takes a lot of partners, areas of expertise and insight. It takes seamless integrations and big data to fully utilize machine learning to determine opportunity activation, or in other words, which ideas and projects have the highest likelihood of success. But what we’ll see is greater return, accelerated organizational growth and better agency-client relationships that flourish as success is mutually defined and translates to real business success.

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