Salesforce has expanded their Marketing Cloud services to include Predictive Scores and Predictive Audience features called the Marketing Cloud Predictive Journey. This addition uses real-time streaming data to enhance the customer engagement online. First, the customers are given a Predictive Score unique to them. This score is calculated from several different factors, including how long their browsing history is, if they clicked an e-mail link, if they made a purchase, how much they spent, how long ago did they make a purchase, or if they have ever responded to an e-mail or ad campaign. Once customers have a score, they are then segmented into different groups.
These groups are given different marketing objectives and plans based on the predictive behaviors assigned to them. The scores and segments are updated and changed daily and give companies a better road map to target and achieve a desired response. These marketing solutions are more accurate and create more personalized ways companies can accommodate their customer retention methods.

Questions for Discussion
1. Are there areas in any industry where streaming data is irrelevant?
2. Besides customer retention, what are other benefits of using predictive analytics?