Marketing Insights
The Rise of Predictive Marketing
Propensity modelling has moved from the analytics backroom to the planning table. The governance has not kept pace.
Predictive allocation improves efficiency and concentrates risk. Both effects deserve board attention.
We recommend an explicit model register, with owner, refresh cadence and drift thresholds for every production model influencing spend.
Our position: capability without an operating model produces expensive noise.
Shard & Co · Strategy Practice
This insight forms part of Shard's ongoing research programme. For the underlying methodology or a briefing with the authoring team, contact the practice directly.
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