Are prescriptive analytics ‘the Final Frontier’ of analytics? This apparently is how market research firm Gartner sees this area, melding this third phase of business analytics with images of Star Trek. Prescriptive analytics are now increasingly presented as the evolution from predictive analytics (what will happen), which in turn is the extension from descriptive analytics (what happened so far). It’s also being mashed up with Big Data and being ascribed capabilities that sometimes almost defy belief: for instance, the power to pre-empt customer complaints and reverse negative brand image by scouring social media for relevant data. Are these descriptions of prescriptive analytics fiction or reality?
Prescriptive analytics & social network marketing
Sean Salleh
Sean Salleh is a data scientist with experience in guiding marketing strategy from building marketing mix models, forecasting models, scenario planning models, and algorithms. He is passionate about consumer technologies and resource management. He has master's degrees in Operations Research from University of California Irvine and Mathematics from Northeastern University.
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