How Predictive Data Delivers Precision, Foresight, and Marketing ROI

In this article feaured in MartechView , Dean de la Peña, VP of Identity and Data Strategy at Resonate shares how predictive data offers marketers an opportunity for fundamental transformation by leveraging past behavior to understand not just what happened, but why it happened, and what will likely happen next. This foresight enables marketers to anticipate customer needs, optimize budgets, and personalize experiences at scale, eliminating wasteful spending on irrelevant audiences and preventing churn before it occurs. Read the full article here.