Prediction isn’t just for the stock market. Trading is just one of many ways to cash in on quantitative foresight. For mass marketing – and even presidential campaigns – it’s another story. In those areas, putting odds on the future generates a different kind of power: the power to influence and persuade people – the power to not only predict but to actually change the future. Persuasion by way of prediction is a whole other side to the big data world. Predictive persuasion has a nice ring to it… and I bet you’ll never guess exactly what it