Dr. Sandra Matz of the Columbia Business School writes a fascinating post on how the science behind predictive analytics is moving beyond studying things like past purchase behavior or song selections to make predictions about future events. The next generation of advances will come as companies begin to identify the digital signals that reveal psychological traits, as described in this article, or behaviors and relational dynamics, as we do at Starling,

Armed with this understanding companies can make far more accurate predictions and deliver better results than ever before.

Read the full article here: Just One Click Can Reveal Your Most Basic Motivations