Gone are the days when people used to read about new products in the newspaper advertisements or pamphlets and make a trip to the store to buy it. Present-day consumers are smart and use several digital channels such as social media, mobile sources, web searches, etc to know about promising products according to their needs.

Millennial consumers are less attracted by the direct marketing of products. The value word of mouth that comes from a peer more. The gap between the knowledge of a particular product and its first purchase by a customer has many intermediate touchpoints. Companies can exploit these touchpoints to influence the decision of the customer and align to increase their sales.

Predictive analysis can give valuable insight into multi-channel marketing. It can be used to develop marketing strategies that can grab the prospects at initial stages and guide them through the journey until they make a purchase. Taking advantage of unstructured and semi-structured data from different sources helps in optimizing customers' experience and keeping them engaged until the end.