We now have the power to go beyond knowing what a customer will do to actually predicting how they’ll behave in the future. While the best place to start is with business goals, where it leads is changing the way marketing is done. Everything from demographics to average order total, from the lifetime value of a customer to their propensity to buy, from prioritising sales leads to customising campaigns is being forecasted through predictive analytics. How can you use this powerful tool to cope with channel proliferation and changing purchase behaviour? What insights can you capture that will drive marketing creative? How can the data help determine the most impactful messages?