I recently wrote about Big Data and how creative people might get left behind in the great rush to mine the data for insights into consumer behavior.
In Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, author Eric Siegel takes a look at a broad spectrum of companies and organizations that try to predict human behavior in order to make life better and business more efficient. He also takes a look at how computers are “learning” and the processes that are used to achieve better analyses.
What’s really great here is that the Siegel packs the book full of examples: From retailers, insurers, governments, service-oriented businesses to even the “Watson” machine that competed on Jeopardy, there are plenty of interesting “wow, I didn’t know that” moments to be had here. Which is good, because in some spots, this book is tough to get through if you’re not a data wonk. But Predictive Analytics is worth a look because of how many marketers get covered here — so there’s a little something for all of us.
Special thanks for Wiley for providing me with a review copy.