Contextual Integration refers in identifying meaningful relationships between different information types. This gives a multi-dimensional view of the data rather than a single access point. The best approach is to analyze these volumes of data from different perspectives. The traditional way is to follow a fragmented approach. The web teams, marketing and sales team will look at the different statistics offered by data. This lengthens the time to take decisions and also introduces inaccuracy. The need is to look at data from many angles to create a multi- dimensional profile of the customer. Then predictive analytics can assess and lead to intelligent messaging. Machine Learning is also helping to improve these predictive analytics algorithms by checking it on the real time data. Read more about it in the article written by Dominik Dahlem (Senior Data Scientist at Boxever) at: http://data-informed.com/contextual-integration-secret-weapon-predictive-analytics/