Out of many types of behavioral data, transaction data is the most powerful predictor.
Out of many types of behavioral data, transaction data is the most powerful predictor.
Getty Images / Mia Kievy

By Stephen H. Yu

10 mins ago

It may be a marketing cliché that “most customers are predictable.” But like most sayings with staying power, the phrase is true: Past behavior is, indeed, the best predictor of customers’ future behavior.

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Stephen H. Yu

Stephen is president and chief consultant at Willow Data Strategy.