The document discusses predictive social analytics and how marketers can use social media data to identify future customers. It provides case studies on how Appia used social listening to generate content, identify targeting opportunities around customer lifecycle events like engagements, and measure the results of their social media campaigns. Viralheat is presented as a platform that combines social media data with CRM to provide predictive analytics to marketers. The webinar aims to demonstrate how marketers can achieve better ROI through precise targeting and actions informed by big social data.