A few years ago, if the theme of “personalization” had emerged in your marketing circles, most industry people would have referred to Amazon as the gold standard. Predictive analytics looks at the future and can help determine a course of action — even without a marketer’s input. Marketers can now use tools to identify patterns found in historical data in order to inform or recommend future actions. Often, those recommendations can be automated, which means predictive analytics can scale efficiently. And these actions can be truly personalized for an exceptional customer experience.