What exactly is predictive analytics? Dispelling some common misconceptions

Last Updated May 09, 2023

Every business owner hopes to look into the future and determine the best ways to invest capital and resources in order to ensure the long-term success of their company. This has resulted in the rise of advanced techniques in the industry, such as predictive analytics. Predictive analytics can be applied to the massive amounts of data collected by businesses every day to make valuable predictions about their current or future actions.

Table of content

Let us see What exactly is predictive analytics? Dispelling some common misconceptions :
1. What exactly is predictive analytics?
2. Importance of predictive analytics
3. Use cases for predictive analytics
4. Common Predictive Analytics Myths


What exactly is predictive analytics?

The use of historical data, machine learning techniques, and statistical algorithms to predict future events is known as predictive analytics. This could aid in anticipating customer needs, forecasting larger market trends, or risk management, providing a competitive advantage and ultimately increasing revenue.

According to a report by Research and Markets, the global predictive analytics market is expected to grow to USD 21.5 billion by 2025, up from USD 7.2 billion in 2020, at a CAGR of 24.5 percent. Increasing use of machine learning and artificial intelligence, acquisitions, and product launches are expected to drive the adoption of predictive analytics software and services in this market.

Let's look at an example to see how predictive analytics can be used.

It evaluates the success of a project using sophisticated analytics. It also assists you in making decisions by making intelligent recommendations for potential future actions based on your data.

We will discuss common myths about predictive analytics in this article, but first Every day, businesses face a slew of decisions, and their choices have a significant impact on the company's success. So, let's start with a decision that most businesses face: forecasting sales. A sales forecast is the first and most important step in financial planning. It has an impact on almost every aspect of your business, including hiring employees, purchasing raw materials to manufacture products, dealing with demand, and much more.

Forecasting sales entails not only predicting how much product you will sell in the coming period, but also forecasting who will buy, why they will buy, and so on. However, all of these tasks require a significant amount of time, making it difficult to prioritize resources. However, if you use a predictive analytics tool, this is not the case.

Importance of predictive analytics

1. Fraud detection: By combining several analytics tools, suspicious actions can be identified and patterns can be better detected. High-performance predictive analytics evaluates all network actions in real-time to discover abnormalities that may suggest fraud, zero-day vulnerabilities, and advanced persistent attacks, as cybersecurity becomes a rising concern.

2. Improving operations: Predictive models are used by many firms to forecast inventory and manage resources. Hotels, for example, strive to forecast the number of guests for any given night in order to maximize occupancy and income. This enables them to enhance their production processes proactively and take appropriate action as necessary.

3. Customer churn forecasting: A churn forecast involves identifying the signals that precede your customers' cancellation requests and assessing the likelihood in each scenario. To compare, you can utilize predictive models.

4. Market campaign optimization: Using predictive analytics, you can see the entire history of marketing campaigns to forecast better future results.You can determine the most effective language for each target demographic, marketing campaign channels, and other factors influencing consumer acceptability. As a result, when interacting with and influencing your audience, you aim squarely at the target.

5. Customer relationship management (CRM): Predictive models can be used to understand clients at every stage of their purchasing journey. Using available data, you can create multivariate models that assess the broadest range of possible links between purchase histories, behaviors, profiles, interactions, and consumer perceptions. If you use customized content, promotions, and offers, you can build long-term relationships with your customers. Now that we've discussed the significance of predictive analytics, let's look at some of its applications in various industries.

Use cases for predictive analytics

Predictive analytics can help industries optimize operations, reduce risks, and increase revenue. Here are a few real-world examples of predictive analytics applications.

Healthcare: Predictive analytics is being used in the healthcare industry for three important reasons: risk estimation, geo-mapping, and planning out what-if scenarios in terms of surgery and patient inflow. Analytics results in improved patient outcomes, more effective treatments, and cost savings across multiple departments. For example, a device for asthma patients that employs predictive analytics can record and analyze patients' breathing sounds and provide real-time feedback.

E-commerce: In business, predictive analytics helps sellers understand the highest price a customer is willing to pay for their products, analyze the buyer's behavior, and create personalized product recommendations.

E-commerce behemoths like Amazon and eBay, for example, are prime examples of companies utilizing predictive analytics in their operations. They use it to track customer behavior and current market trends in order to forecast changes and make data-driven decisions in real-time.

On-demand services: In the on-demand economy of transportation and communication, predictive analytics can help predict the areas that will have the highest fleet demand, the price that users are most likely to pay for a tip, and so on.

When combined with the power of deep learning, predictive analytics works wonders for virtual assistants. Siri, Ok Google, and Alexa are real-world examples of virtual assistants that use innovative techniques. These personal assistants learn from the user's actions and then provide accurate results.

Supply chain management: A poorly optimized supply chain can be detrimental to all aspects of your business. As a result, it is critical for businesses to employ advanced technologies such as predictive analytics. Because predictive analytics can incorporate real-time data, the information you gather will be as up-to-date as possible. You can also be more agile in your decision-making process because the model will show the effects of various variables on the efficiency of your supply chain.

Banking and financial services have long used predictive analytics to prevent and detect fraud, assess credit risk, maximize cross-sell/up-sell opportunities, and retain valuable customers.

Commonwealth Bank, for example, uses predictive analytics to predict fraud or suspicious behavior for any given transaction before it is authorized, within 40 milliseconds of the transaction being initiated.

Common Predictive Analytics Myths

A high-quality predictive analytics model requires far fewer data, expertise, and effort than you might think – and offers far more benefits. In this section, we'll debunk some of its most common myths to help you navigate the path to data-driven decision-making.

1. Predictive analytics is only for large corporations: You might believe that predictive analytics is only for large corporations. However, it can and should be used by both large and small businesses, particularly those seeking to expand. Companies that incorporate predictive analytics into their operations are more likely to succeed in the long run.

Analytical insights can help your organization identify problem areas while also providing an accurate picture of customer expectations. This provides your company with Analyzing customer retention patterns, for example, which can provide a solid foundation for developing targeted promotional offers. As a result, these predictive analytics tools are applicable to all industries.

2. Predictive analytics requires an expert: Another common misconception about predictive analytics is that it is only for the most seasoned experts. Predictive analytics tools, on the other hand, are now available to anyone and everyone. It may still require the involvement of your company's most experienced IT staff members to ensure that it is functioning properly.

3. Predictive analytics is a benefit, not a requirement: Those who are unfamiliar or new to predictive analytics may regard it as a benefit, rather than something that should come as standard with every large company. According to a recent Forbes study, 86 percent of executives who have used predictive analytics report seeing a significant return on their investment. Furthermore, only 13% of those businesses consider their use of predictive analytics technology to be highly advanced.

In other words, these predictive technologies are producing results long before businesses have the time and experience to fully utilize them. It's no surprise that 80 percent of those polled intend to increase their spending on marketing technologies. As a result, predictive analytics is essential for any company seeking to grow and increase productivity.

4. Predictive analytics requires a billion-dollar budget: This was true for many years. Previously, implementing predictive analytics models was difficult and costly. However, things have begun.

In terms of tangible benefits, predictive analytics enables businesses to make better-informed decisions, maximizing ROI.

Furthermore, by making better infrastructure decisions, businesses can avoid ballooning predictive analytics costs. Using a public cloud platform to run and store analytics is one way to reduce infrastructure costs. This reduces the logistical and storage costs that are typically incurred as a result of fragmented data storage units.

5. Predictive models are meant to replace or dismiss human judgment: Predictive models were never intended to replace or dismiss human judgment. In fact, 99 percent of the time, predictive modeling aims to broaden and improve human data analysis expertise.

After all, deciding which datasets to consider requires a human. They use data-driven reports to make more informed decisions.

In terms of tangible benefits, predictive analytics enables businesses to make better-informed decisions, maximizing ROI.

Furthermore, by making better infrastructure decisions, businesses can avoid ballooning predictive analytics costs. Using a public cloud platform to run and store analytics is one way to reduce infrastructure costs. This reduces the logistical and storage costs that are typically incurred as a result of fragmented data storage units.

6. Predictive analytics provides guarantees: While predictive analytics should be a part of every big data strategy, it is not a fortune teller. While predictive analytics can more accurately predict future behavior, no analytics platform can completely eliminate the risk of unpredictability.

Tom Davenport writes for the Harvard Business Review that there are numerous precautions to take when using these technologies. Davenport suggests learning about the sources of your data as well as how representative the data is of the population in question. Examine how many outliers affect the distribution, and, most importantly, examine the assumptions underlying your analysis. Furthermore, you should be aware of all of the key variables in your model.

7. Predictive models reveal no new information: Even if you already have your data, predictive modeling can be useful. A predictive model can either confirm what you've always believed or reveal new information. A predictive model will either confirm or refute your assumptions. Predictive models will usually both turn and confirm. You'll both validate any anecdotal evidence you have and learn about new variables or connections you hadn't noticed before.


Predictive analytics is an advanced analytics approach that allows you to see into the future of your company, allowing you to make better decisions and output perform your competitors. Predictive analytics can help businesses take proactive action in a variety of areas. The technique also allows for fraud detection in banking, disaster protection for governments, and magnificent marketing campaigns, making it a valuable asset in the future. If you want to learn more about predictive analytics and successfully launch your product and business, you should consult with and hire an experienced software company such as Syoft.

You should also keep an eye out for new data analytics solutions that hit the market. You can continuously improve your application and gradually expand it into a newer, better product with the most up-to-date features.

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