Gartner Research

A 4-Step Process for Marketers to Evaluate Predictive Models

Published: 29 January 2019

ID: G00381257

Analyst(s): Jason McNellis


To take full advantage of machine learning and artificial intelligence, marketing leaders need a simple, intuitive way to assess predictive models. A structured inquiry with the data science team will secure better results through tighter alignment of data science predictions and marketing process.

Table Of Contents
  • Key Challenges



  • Step No. 1: Determine If the Model Matches the Marketing Need
  • Step No. 2: Identify Potential Enhancements to the Model
  • Step No. 3: Decide on Deployment Details
  • Step No. 4: Establish Robust Measurement
  • See the Process in Action

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