In anticipation of his upcoming conference presentation at Predictive Analytics World Boston, “How Predictive Analytics Can Drive Marketing Strategy,” we asked Vikash Singh, Director, Marketing Analytics at AutoNation, a few questions about his work in predictive analytics. Q: In your work with predictive analytics, what behavior do your models predict (e.g., attrition, response, fraud, etc.)? A: Primarily we use predictive analysis for our direct and email marketing campaigns to target customers based on their historical purchase behavior and other attributes. We are also looking into using predictive analytics to get more insight into our customers’ behavior on the web.
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