The Pecan Predictive Analytics in MarketingSurvey was conducted by Wakefield Research (www.wakefieldresearch.com) among 250U.S.marketing executives with a minimum seniority of director.These executives workat B2C companies that use predictive analytics and have a minimum annual revenue of $100M. Participants responded to an email invitation and an online survey between September 13-21,2022.
Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of survey respondents and the level of the percentages expressing the results. For thesurveys conducted in this particular study, the chances are 95 in 100 that a survey result does not vary more than ±6.2 percentage points from the result that would be obtained if surveys had been conducted with all people matching the profile described above.
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