Sep 28, 2026 · 13 min · 10 segments
Marketers are quietly sleeping on one of the biggest data sets out there: prediction markets. Jay explains how Kalshi and Polymarket work like a giant survey on almost any topic, except people are…
Jay SchwedelsonGuestDaniel MurrayHostSo you had a topic that you'd be talking about for a little bit that a lot of people want to talk about, about predictive, predictive marketing, how to be more predictive instead of reactive.
So what are some, what are some tactics that people could do today to be not reactive with their marketing and actually predict what they're going to do?
And marketers, whether you're a B2B marketer, nonprofit, consumer, we are sleeping on one of the greatest data sets in the history of humanity, which is prediction markets.
And if you're not familiar with them or you're like, oh, isn't that people that bet on weird stuff? That's ridiculous.
Now, if you're sort of a degenerate, no offense to you if you bet on there all the time, but if you're sort of a degenerate and you can go on these prediction markets and you can literally bet on anything, you can go and bet right now on what Carly Rae Japson, the girl who made Call Me Maybe's new album sales are going to be in the first week.
But the point of the matter is there are predictions being made and people interacting with it thousands and thousands, if not millions of people interacting with these predictions on every topic.
So from a marketing perspective, if you go on ChatGPT, or Claude, or Gemini, or whatever, and you use a prompt that says something along the lines of, search Polymarket and Kalshi right now for my audience, and then you put in your audience, you know, I'm targeting HR directors, small business owners, healthcare industry, whatever.
And then you say something like, find five active, non-political, non-sports markets that could signal what my audience will care about in the next three to 12 months.
And then based on what it finds, ask it to develop content ideas that you could publish now about what's going to happen.
It will blow your mind what predictions are out there that people, the reason it matters is it's like this, it's a giant survey about any topic that it's impossible to get this data and it's living there right now.
And I also think talking about it now is probably a great, even better, because this is like the time to create content that's very predictive, very forward thinking, very next year.
So this is a great way to create content like six predictions in X market, or we think this market is going to head this way.
So you had a topic that you'd be talking about for a little bit that a lot of people want to talk about, about predictive, predictive marketing, how to be more predictive instead of reactive.
So what are some, what are some tactics that people could do today to be not reactive with their marketing and actually predict what they're going to do?
And marketers, whether you're a B2B marketer, nonprofit, consumer, we are sleeping on one of the greatest data sets in the history of humanity, which is prediction markets.
And if you're not familiar with them or you're like, oh, isn't that people that bet on weird stuff? That's ridiculous.
Now, if you're sort of a degenerate, no offense to you if you bet on there all the time, but if you're sort of a degenerate and you can go on these prediction markets and you can literally bet on anything, you can go and bet right now on what Carly Rae Japson, the girl who made Call Me Maybe's new album sales are going to be in the first week.
But the point of the matter is there are predictions being made and people interacting with it thousands and thousands, if not millions of people interacting with these predictions on every topic.
So from a marketing perspective, if you go on ChatGPT, or Claude, or Gemini, or whatever, and you use a prompt that says something along the lines of, search Polymarket and Kalshi right now for my audience, and then you put in your audience, you know, I'm targeting HR directors, small business owners, healthcare industry, whatever.
And then you say something like, find five active, non-political, non-sports markets that could signal what my audience will care about in the next three to 12 months.
And then based on what it finds, ask it to develop content ideas that you could publish now about what's going to happen.
It will blow your mind what predictions are out there that people, the reason it matters is it's like this, it's a giant survey about any topic that it's impossible to get this data and it's living there right now.
And I also think talking about it now is probably a great, even better, because this is like the time to create content that's very predictive, very forward thinking, very next year.
So this is a great way to create content like six predictions in X market, or we think this market is going to head this way.
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