Methods and apparatus for a predictive tool utilizing correlations with unmeasured factors influencing marketing activities are described. A method comprises determining a set of measurable factors with which decisions to perform a type of marketing activity are correlated, and a set of measurable factors with which a category of entity results is correlated. The method includes generating, using the sets of measurable factors, a model configured to predict probabilities of results of the category of results. The prediction is based on a correlation determined between unmeasured factors represented in the model as influencing the category of results, and one or more unmeasured factors represented in the model as influencing decisions on implementing the type of marketing activity. The method comprises using the model to predict the probability of a particular entity result.
展开▼
