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Sanchit Vir Gogia, Founder & CEO of the Digital Transformation Research and Advisory firm Greyhound Knowledge Group points out that earlier e commerce firms used to depend on reactive analytics like push based email campaigns but over the years the need for personalization has pushed firms to use predictive analytics not just for marketing purposes but also for inventory logistics. “Predictive analytics is going beyond the consumer behaviour patterns. Firms are using cloud and writing algorithms attuned to their company needs for crunch situations like peak sales or holiday season sales.” says Gogia.
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