Predictive analytics uses machine learning to predict outcomes using historical data. Predictive analytics platforms and tools do this using machine learning. Machine learning is an AI technology that finds patterns at scale within datasets. Machine learning can then use what it learns to predict future patterns from your analytics, often using regression analysis techniques.

Predictive analytics has many use cases across business and marketing. It can do everything from predict customer churn to forecast equipment maintenance to detect potential fraud. These predictions can prevent serious loss or create significant business value.

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If companies want to truly enable digital business with that spend, they should understand the nuances of digging deeper, changing in short spurts, and creating new opportunities from existing assets.

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