Journal of Marketing Analytics

, Volume 1, Issue 2, pp 118–123 | Cite as

Is predictive analytics for marketers really that accurate?

  • Richard BoireEmail author
Original Article


Developing mathematical models does convey an impression or perception to the average business person that these tools are highly accurate due to the complexity in creating these tools. This article attempts to dispel this notion by conveying to the reader the accuracy limitations in developing predictive models. At the same time, the author discusses some of the rationale as to why these limitations exist. Yet, even with model accuracy being a limiting factor, these tools still yield tremendous business benefits that accrue right to the bottom line.


predictive analytics data mining Big Data Analytics 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2013

Authors and Affiliations

  1. 1.Boire Filler GroupPickeringCanada

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