{"id":21235,"date":"2020-01-30T16:00:55","date_gmt":"2020-01-30T16:00:55","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/predictive-model"},"modified":"2026-06-26T18:36:23","modified_gmt":"2026-06-26T18:36:23","slug":"predictive-model","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/predictive-model","title":{"rendered":"Predictive Model"},"content":{"rendered":"

\"PredictiveDefinition:<\/strong><\/p>\n

The predictive model<\/strong> is a data model, based on inferential statistics, that is used to predict the response to a marketing promotion or a certain investment.<\/p>\n

The predictive model is commonly created by data scientists<\/a> and uses statistics to predict outcomes. Most of the time the event one wants to predict is in the future, but predictive modeling can be applied to any type of unknown event, regardless of when it occurred.<\/p>\n

In many cases the model is chosen on the basis of detection theory to try to guess the probability of an outcome given a set amount of input data, for example, by giving an email to determine the probability that it is spam.<\/p>\n

Models can use one or more classifiers when attempting to determine the probability of a set of data belonging to another set. When deployed commercially, predictive modeling is often referred to as predictive analytics.<\/p>\n\n

The predictive model in marketing<\/span><\/h2>\n

Although predictive models are applicable in different areas, it is in the field of digital strategy<\/a> where great advances are being generated due to the emergence of Business Intelligence tools and the development of artificial intelligence. More and more work is being done on models that allow predicting, based on what has happened, what will happen in the future. All this has direct application in marketing campaigns, with the aim of knowing how they will work even before they have been launched.<\/p>\n

Frequently asked questions about Predictive Model<\/h2>\n
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\nWhat is Predictive Model?<\/summary>\n

Definition: The predictive model is a data model, based on inferential statistics, that is used to predict the response to a marketing promotion or a certain investment. The predictive model is commonly created by data scientists and uses statistics to predict outcomes. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.<\/p>\n<\/details>\n

\nWhat is Predictive Model used for in digital marketing?<\/summary>\n

It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.<\/p>\n<\/details>\n

\nHow is Predictive Model related to a digital strategy?<\/summary>\n

It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.<\/p>\n<\/details>\n

\nWhat should be considered when working with Predictive Model?<\/summary>\n

It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.<\/p>\n<\/details>\n<\/div>\n