Let the data be your compass

Predictive analytics can help business processes identify what the right thing to do is. Sure, a gut instinct can be right sometimes, but there's no need to rely solely on intuition.

Before predictive analytics became a buzzword for businesses around the globe, marketing teams were improving their targeting with predictive models for more than a quarter of the previous century. Predictive models and methodologies have been used effectively for a long time especially in risk management. Many businesses have seen the benefits of predictive analytics for decades and have continued to test the quality of these tools and methodologies.

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