How prescriptive analytics is different from its predictive cousin | #HPBigData2014
adMarketplace is currently working on prescriptive analytics that is set to help the company anticipate what users might need in the future, even before they ask for it.
In an interview with theCUBE at the Hewlett-Packard Co. (HP) Vertica Big Data Conference, adMarketplace Director of Data Infrastructure Raj Yakkali described his company’s project as the next level of predictive analytics that’s a layer above current levels of intelligence. As opposed to predictive analytics, where a prediction is made based on existing data, prescriptive analytics utilizes all the current user base content to anticipate what a user might need at a later stage.
New advertising channels now give marketers access to a tremendous amount of data, but 70 percent of chief marketing officers feel under prepared to deal with it all. At adMarketplace alone, there are about half a billion requests, which generates two terabytes of data, per day. Yakkali stated that Vertica is one of the technologies that adMarketplace uses to mine these data sets.
Prescriptive analytics gives marketers the ability to determine how and when to best cater to customer needs and influence action. Paired with Advertiser 3D, a tool that helps marketers keep track of spending and return on investment (ROI), adMarketplace provides the resources for marketers to get the most out their data as well as drive both customer and business value.
See the entire interview below.
photo credit: opensourceway via photopin cc
A message from John Furrier, co-founder of SiliconANGLE:
Support our open free content by sharing and engaging with our content and community.
Join theCUBE Alumni Trust Network
Where Technology Leaders Connect, Share Intelligence & Create Opportunities
11.4k+
CUBE Alumni Network
C-level and Technical
Domain Experts
15M+
theCUBE
Viewers
Connect with 11,413+ industry leaders from our network of tech and business leaders forming a unique trusted network effect.
SiliconANGLE Media is a recognized leader in digital media innovation serving innovative audiences and brands, bringing together cutting-edge technology, influential content, strategic insights and real-time audience engagement. As the parent company of SiliconANGLE, theCUBE Network, theCUBE Research, CUBE365, theCUBE AI and theCUBE SuperStudios — such as those established in Silicon Valley and the New York Stock Exchange (NYSE) — SiliconANGLE Media operates at the intersection of media, technology, and AI. .
Founded by tech visionaries John Furrier and Dave Vellante, SiliconANGLE Media has built a powerful ecosystem of industry-leading digital media brands, with a reach of 15+ million elite tech professionals. The company’s new, proprietary theCUBE AI Video cloud is breaking ground in audience interaction, leveraging theCUBEai.com neural network to help technology companies make data-driven decisions and stay at the forefront of industry conversations.
