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.

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