Customers are hard to predict.
Sometimes you think you haven’t made the sale, but the customer ends up placing a huge order. Other times, customers seem like they’re happy with your service, but they vanish and take their business to your rivals.
It would be useful to have a crystal ball that allowed you to see into the future and accurately predict customer behavior. You could take all the guesswork out of your marketing and customer relationship management.
Sadly, enterprise-ready crystal balls aren’t commercially available yet. But you do have access to a set of tools and techniques that help you make extremely accurate predictions about what’s going to happen next in your business. This is what’s known as predictive analytics.
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