Wouldn’t it be great if your organization had a crystal ball to predict what your customers will buy and when they will buy it? Imagine the power you’d hold in your hands. Unfortunately, crystal balls exist only in fiction and fairy tales. However, predictive analytics (PA), when used effectively, is a darn close substitute. In fact, some would argue that predictive analytics is more valuable than a crystal ball, because it uses actual data that can be reused across the organization for multiple purposes.

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