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Predictive analytics is not enough

The idea of predictive analytics can seem like magic: how, really, can a computer predict the future? Yet we’ve seen a lot of success based on this advanced technology in recent years, from Netflix to Amazon, Google, and more. These companies mine a massive amount of data every day for patterns, and it drives massive revenues.

However, for a widespread class of situations, predictive analytics alone aren’t enough. Consider the decision model below, which I introduced in my last post. The blue graphs on the right-hand side are based on predictive analytics, but they are only building blocks in the full model.  They are not enough on their own.

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