If a marketer determines that customers often buy product A when they buy product B, for example, it's important to understand why -- the causation underlying that pattern -- in order to be able to predict a particular individual's purchase behavior, he explained.
Lattice does a good job of identifying both causation and correlation, Pombriant added. "This puts your sales effort on a whole new plane," he said. "That's why investors are paying attention."
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