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A Study on the Impact of Predictive Analysis on the Marketing Activities of Companies
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Author(s): Jeet Singh (Guru Jambeshwar University, Moradabad, India), Preeti Yadav (Amity University, India), Padam Bhushan (Chandigarh University, India), Manjit Kour (Chandigarh University, Mohali, India)and Anupam Jain (Amity University, India)
Copyright: 2026
Pages: 20
Source title:
Harnessing AI for Point-of-Sale Optimization
Source Author(s)/Editor(s): Nozha Erragcha (University of Jendouba, Tunisia)and Maher Toukabri (Northern Border University, Saudi Arabia & University of Jendouba, Tunisia & Laboratory ARBRE, University of Tunis, Tunisia)
DOI: 10.4018/979-8-3373-4392-1.ch001
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Abstract
Predictive analytics is used by companies, especially in manufacturing, credit facilities, and underwriting, marketing, fraud detection, supply chain, human resources, etc. Nowadays, marketing managers use predictive analysis to find out the future trends, especially in the buying behaviour of customers. The process of predictive analysis involves in guessing the move of the customer, whether the customer will buy the product or not, and how they will engage in a particular channel. The present study is based on secondary data, highlighting the way the companies use predictive analysis. The study concludes with the fact that predictive analysis converts information into knowledge. The paper concludes that predictive analysis in marketing leads to lead generation. The analysis identifies potential leads, creation of personalized campaigns, reducing waste, product offerings, increasing efficiency, and determining marketing channels.
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