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Predictive Analytics
A subset of advanced analytics called predictive analytics produces forecasts for upcoming behaviours, events, and results.
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What is predictive analytics?
Businesses can peer around corners and into the future with some degree of precision thanks to predictive analytics. Although this capability has always been crucial, it has never been more so than it is now. Businesses have had to manage significant changes to trade and supply chains, sharp increases or decreases in demand, brand-new risks and obstacles, and generally uncharted waters. Predictive analytics has quickly risen to the top of enterprises’ priority lists due to this.
Predictive analytics definition
A subset of advanced analytics called predictive analytics produces forecasts for upcoming behaviours, events, and results. It analyses recent and past data to determine the possibility that something will happen, even if that something is not on a business’ radar, and then calculates the likelihood using statistical techniques, including machine learning algorithms and advanced predictive models.

Most sectors can benefit from predictive analytics, which has a wide range of applications.

  • Reducing customer and employee churn
  • Identifying the clients most likely to miss payments
  • Assisting with data-based sales forecasting
  • Choosing the best price
  • Monitoring the need for repair or replacement of equipment

In a world where rapid change and market volatility are constants, decision-makers need assistance in making accurate, actionable predictions. And while that was true prior to COVID-19, it is now more important than ever to have the flexibility to foresee and plan for a variety of potential outcomes.

The battle against COVID-19 has also benefited greatly from predictive analytics. Predictive models are used by hospitals and health systems to manage supply chains for PPE and medical equipment as well as to assess risk and forecast illness outcomes. To reduce the number of infections and fatalities, researchers are utilising models to handle contact tracing, forecast case numbers, and map the virus’s progress.
Predictive vs. prescriptive analytics
What comes next after creating and deploying predictive models that produce precise, timely predictions? Prescriptive analytics is often seen as the next natural step in business.

Prescriptive analytics can advise you what to do about it or how you could have a better outcome if you did X, Y, or Z, whereas predictive analytics helps you predict what’s likely to happen next. With the use of advanced analytics, which builds on predictive analytics, the best potential course of action or decision can be recommended.

Prescriptive analytics is frequently referred to as the “last phase of business analytics.” Currently at the top of Gartner’s Hype Cycle for Analytics and Business Intelligence 2020, it is also the most sophisticated and most recent.
Examples of predictive analytics
Almost every business, from financial services to aerospace, can benefit from and use predictive analytics. Predictive models are used for a variety of tasks, including establishing credit risk models, managing resources, setting ticket prices, and anticipating inventory. They support businesses in lowering risks, streamlining processes, and boosting earnings.
Predictive analytics today
The global predictive analytics market is anticipated to reach US$35.45 billion by 2027, expanding at a compound annual growth rate (CAGR) of 21.9%, according to a study by Allied Market Research. In today’s environment, where enormous volumes of data are being generated, computers have exponentially faster processing capacity, and software has grown more interactive and user-friendly, predictive analytics has truly found its niche.

The global predictive analytics market is anticipated to reach US$35.45 billion by 2027, expanding at a compound annual growth rate (CAGR) of 21.9%, according to a study by Allied Market Research. In today’s environment, where enormous volumes of data are being generated, computers have exponentially faster processing capacity, and software has grown more interactive and user-friendly, predictive analytics has truly found its niche.

The use of artificial intelligence (AI) tools like machine learning, deep learning, and neural networks has “augmented” predictive analytics in the modern era. These enhanced analytics are capable of quickly analysing enormous amounts of data, revealing insights that people might overlook, and improving the accuracy and nuance of future event prediction. Additionally, they streamline difficult predictive analytics procedures like creating and analysing predictive models. Furthermore, it is now easier than ever to understand and analyse these responses because to natural language processing (NLP), a type of AI that enables users to ask questions and receive responses in conversational language.

Only data scientists and experienced analysts have historically been able to make effective use of the tools and techniques used in predictive analytics due to their sophistication and complexity. However, with augmented analytics, business users can now develop precise forecasts and make wise, forward-looking decisions without the assistance of IT with little to no training, which is a benefit that can’t be overlooked in a fiercely competitive market.
Predictive analytics in HR
Naturally, HR collects a lot of information on people. Predictive analytics can be used to analyse that data to determine whether a potential hire is likely to fit the company’s culture, which employees are at risk of quitting the company (as shown below), whether a company needs to hire to fill skills gaps or upskill current employees, and whether employees are effectively contributing to business outcomes. Because of these skills, HR can support overall corporate goals rather than operating in isolation.

Predictive analytics in healthcare

What comes next after creating and deploying predictive models that produce precise, timely predictions? Prescriptive analytics is often seen as the next natural step in business. Prescriptive analytics can advise you what to do about it or how you could have a better outcome if you did X, Y, or Z, whereas predictive analytics helps you predict what’s likely to happen next. With the use of advanced analytics, which builds on predictive analytics, the best potential course of action or decision can be recommended.

Prescriptive analytics is frequently referred to as the “last phase of business analytics.” Currently at the top of Gartner’s Hype Cycle for Analytics and Business Intelligence 2020, it is also the most sophisticated and most recent.
Predictive analytics in retail
Retailers collect a lot of data on their clients, both online and offline. For example, they track online behaviour using cookies and keep track of how customers move about a store. Customers’ contact information at the point of sale, their social media activity, the things they’ve purchased, and how frequently they visit a business are among the other data points recorded. Retailers can make use of the data by using predictive analytics for a variety of purposes, including inventory management, revenue forecasting, behaviour analytics, shopper targeting, and fraud detection.
Predictive analytics in marketing
In a world where customers can get what they want, when they want, from nearly anywhere online, the models created by predictive analytics are highly important for marketers in helping to make their campaigns more focused and effective. Data-driven customer and audience segmentation, lead scoring, content and ad recommendations, and hyper-personalization are all fueled by predictive marketing analytics. Customers’ experiences and retention can be enhanced by marketers using customer data to deliver promotions, advertising campaigns, and ideas for related items at precisely the appropriate time.
Predictive analytics in supply chain
Running an agile, robust supply chain and minimising disruptions now require predictive analytics. It evaluates enormous data sets from numerous sources to produce precise supply and demand forecasts, figure out the best inventory levels, enhance logistics and on-time deliveries, anticipate equipment maintenance concerns, detect and respond to unforeseen events, and much more.
Companies using predictive analytics
Motor Oil
In Greece and the Eastern Mediterranean, Motor Oil Group is the market leader in crude oil refining and petroleum product sales. They used sensor data to continuously check the health of the equipment and foresee probable problems days in advance thanks to predictive analytics capabilities. The outcomes? Using root-cause analysis of historical data, they were able to describe aberrant events up to 20 hours in advance with higher than 77% accuracy.

Ottogi Corporation
One of Korea’s largest food and beverage businesses, Ottogi Corporation is known around the world for its curry powder, instant noodles, and other goods. Predictive analytics demand forecasting is a critical component of the business, guiding strategic choices for the sales, marketing, production, and financial departments and providing comprehensive insights into the market share and operations.
Basic steps in the predictive analytics process
Defining a goal or purpose, gathering and cleansing enormous volumes of data, and then creating predictive models utilising advanced prediction algorithms and methodologies are all steps in the predictive analytics process. New AI technologies are making this formerly difficult process more automated and available to the typical business user, but organisations may still require IT support for specific phases or to create specific models.

The steps in the predictive analytics process are as follows, in very simple terms:

The steps in the predictive analytics process.

Define your project’s objectives.
What is the intended result? What issue are you attempting to address? Identifying your project’s goals, deliverables, scope, and data needs is the first stage.

Collect your data.
Gather all the information you require in one location. For more in-depth findings, incorporate several forms of recent and historical data from a range of sources, such as transactional systems, sensors, and call centre logs.

Clean and prepare your data
Your data needs to be cleaned, organised, and integrated before analysis. To raise the standard of your predictive data set, eliminate outliers and locate any missing data.

Build and test your model.
Create your predictive model, use your data set to train it, then test it to guarantee correctness. To create a model that is error-free, several iterations can be necessary.

Deploy your model
Put your predictive model to use by deploying it and using fresh data. Get information and reports, then use the output to automate decision-making.

Monitor and refine your model
Keep an eye on your model to make sure it’s performing as planned and producing the desired results. As necessary, improve and enhance your model.
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