President - Peter Tsykov (member of The Canadian Public Relations Society)
Predictive Analytics
Predictive analytics is the branch of data mining concerned with the prediction
of future probabilities and trends. The central element of predictive analytics
is the predictor, a variable that can be measured for an individual or other
entity to predict future behavior.

Predictive analytics is often defined as predicting at a more detailed level
of granularity, i.e., generating predictive scores (probabilities) for each
individual organizational element. This distinguishes it from forecasting.
For example, "Predictive analytics—Technology that learns from experience
(data) to predict the future behavior of individuals in order to drive
better decisions".

p.260 Prediction with influence
Eric Siegel. 2016. Predictive Analytics: The Power to Predict
Who will Click, Buy, Lie or Die. Hoboken, New Jersey: John Wiley & Sons, Inc.
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