C.F. Kettering once said, “My interest is in the future because I am going to spend the rest of my life there.”
When we look at data and analytics, we’re focused on the past. How did we do last quarter? What happened H1 2019? And how does that compare to H1 2018? How well did landing pages X, Y, and Z convert last Monday at 1:03 p.m.? (I’m kidding, I’m kidding.)
Data becomes more valuable when we use it to predict the future instead of just analyzing the past. That’s where propensity modeling comes in.