Predictive Analytics Guide
Use predictive analytics to forecast future performance. Learn how to apply machine learning to marketing data.
Introduction to Predictive Analytics
Predictive analytics uses historical data and machine learning to forecast future outcomes. Powerful for proactive decision-making.
Common Applications
Customer churn prediction, lifetime value forecasting, conversion probability, and demand forecasting.
GA4 Predictive Metrics
Purchase probability, churn probability, and predicted revenue. Use these for audience creation and analysis.
Building Predictive Models
Collect historical data, identify patterns, train models, validate accuracy, and deploy predictions.
Machine Learning Basics
Understand regression, classification, and clustering. Know when to use each approach.
Tools and Platforms
GA4 built-in predictions, Google Cloud AI, Python libraries, and specialized platforms.
Acting on Predictions
Create audiences based on predictions, personalize experiences, and optimize marketing spend.
Best Practices
- Start with simple models
- Validate predictions regularly
- Combine with human judgment
- Monitor model performance