" ... Foresight Is 20/20: Predictive Analytics And The Business Of Certainty ... Want to make really smart decisions for your company? It's simple as looking into the future and assessing the data--a service that a few young companies dealing in "predictive analytics" are selling .. "
Good piece, although predictive analytics is not certain, because both the data it uses, and the methods involved include uncertainty. We dealt with these kinds of models for many years, and started to develop metrics about how you combined predictions with decisions.
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