Predictive analytics sounds almost mystical, and in a way, it is. By studying complex, almost impermeable data about the past, you can chart trends that course well into the future. While predictive analytics can’t predict the future with a degree of certainty, it can help you predict certain patterns of behavior across large groups of people. As predictive analytics start to become more readily adopted (and more data becomes available to scour), companies and organizations around the world will have a key opportunity to do more for their audiences. Perhaps most notably, predictive analytics is sparking a revolution in advertising,
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