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Predictive Analytics

Predictive analytics uses data from the past to find relationships between variables that predict “what will happen” in the future. In market research, predictive analytics are commonly used to identify which factors drive changes in a vital metric of interest, such as the impact of customer support call duration on the propensity to renew a subscription.

Example: “Based on our descriptive analysis, there appears to be a diminishing return on increased brand awareness as we continue to increase our marketing spend. We predict that a 20% increase in marketing spend will result in a 1% increase in brand awareness.”

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