Predictive Analytics Applied to Marketing As a Service
June 17, 2015
In the good old days, content processing provided outputs to those who knew how to ask quite specific questions. Today analytics are predictive and the outputs are packaged to beckon to marketers who are struggling to generate leads and sales.
I read “The Story Behind Syntasa: A Rising Data Analytics Startup With DoD Contractor Roots.” The article is a success story with a dash of emotion and gloss of cheerleading. The company profiled is “a new species of data analytics company, combining national defense expertise with big data marketing technology.” That is an interesting combination.
According to the write up:
The digital marketing and data analytics tech startup offers the “very latest predictive behavioral analytics technology to help enterprises use their large amounts of data and identify actions and outcomes,” said Marwaha, “We do that by providing software that goes through mountains of consumer data gathered by each brand and analyzing click strokes to understand and predict online consumer behavior while they peruse the sites of particular brands.” Syntasa’s CEO added,”[the company] has taken off as more and more enterprises are moving to open source tools like Hadoop and Apache Spark, which can handle large amounts of data. We’ve brought the expertise once used in the federal government’s efforts to fight national security threats through intelligence gathering online, and unleashed it at the enterprise level.”
I noted this passage as well:
When I [author of the article] asked Syntasa’s CEO whether he believes we will begin to see other cyber security companies and intelligence experts expand and/or pivot into marketing/advertising ventures, he offered an interesting counter response: “The converse is more likely. There is a sense of behavioral analytics taking shape in the cyber security market in order to proactively predict where an attack may occur. Which comes first isn’t really the point. The two markets are BOTH now leveraging the power of big data and machine learning to predict events — whether it is leading to a potential threat or a potential customer.”
If you are looking for an outfit with predictive marketing analytics, perhaps Syntasa’s capabilities are spot on for you.
Stephen E Arnold, June 17, 2015
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