Predictive analytics is the use of the data, statistical algorithms and machine learning to identify the likelihood of future outcomes based on historical data. The goal is to go beyond what has happened in the past to providing the best assessment of what will happen in the future. Though predictive analytics has been around for decades, it is a technology whose time has come. More and more organizations are turning to predictive analytics to increase their bottom line and competitive advantage. Why now? Growing volumes and types of data, and more interest in using data to produce valuable insights. Faster, cheaper computers. Easier-to-use software. Tougher economic conditions and a need for competitive differentiation. Organizations are turning to predictive analytics to help solve difficult problems and uncover new opportunities. Common uses include: Detecting fraud. Combining multiple analytics methods can improve pattern detection and prevent criminal behaviour. As cybersecurity becomes a growing concern, high-performance behavioural analytics examines all actions on a network in real time to spot abnormalities that may indicate fraud, zero-day vulnerabilities and advanced persistent threats. Optimizing marketing campaigns. Predictive analytics are used to determine customer responses or purchases, as well as promote cross-sell opportunities. Predictive models help businesses attract, retain and grow their most profitable customers. Improving operations. Many companies use predictive models to forecast inventory and manage resources. Airlines use predictive analytics to set ticket prices. Hotels try to predict the number of guests for any given night to maximize occupancy and increase revenue. Predictive analytics enables organizations to function more efficiently. Reducing risk. Credit scores are used to assess a buyer’s likelihood of default for purchases and are a well-known example of predictive analytics. A credit score is a number generated by a predictive model that incorporates all data relevant to a person’s creditworthiness. Other risk-related uses include insurance claims and collections.