Predictive Analytics and Descriptive Analytics

Predictive Analytics and Descriptive Analytics or why a Story driven Persona ‘shows’ the future.

The recent Predictive Analytics World Congress at the Hotel Nikko in San Francisco was in some ways the typical event with keynote speakers, learning tracks and plenty of predictive anlaytics vendors.

On the other hand the event agenda included this description that described the topic of conversation for those who attended the keynote give by Dr. Usama Fayyad, former Predictive Analytics guru at Yahoo.

“… – understanding the customer’s intent – the rich structure of available data, from social graph data to time-series from interactions to reputation and other behavioral traits, expand the complexity of prediction in dimensions where we have little experience and a poor understanding of the terrain.  Building up the science underlying these new capabilities is necessary for the future of these new media and the success of predictive and descriptive analytics in these new fields.”

The science of predictive behaviour or Persona Analytics has been around for a long time.



Usama Fayyad, Ph.D., CEO, Open Insights

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