Data is increasingly available, accessible and decipherable. You probably use it every day to help make personal decisions: tracking calories on your iPhone, browsing recommended movies based on what you’ve already viewed, seeing advertisements on your laptop and smartphone based on your browsing behavior and more.

These insights are based on data collected from you — and they are used to predict actions you might take in the future.

Using predictive content analytics to select and refine relevant topics

In much the same way, predictive analytics enable content creators to use data to help them reach a particular audience. By mining data on numerous consumer preferences, including consumers’ purchasing history, reading preferences and browsing history, writers and editors would be able to figure out what type of content a target audience will find most valuable.

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