Never called it that, but it was what we did when we sought to do analytics (Statistical, Neural networks, Bayesian, graphical, AI, modeling...) and apply that directly to a real operating dynamic business process. Used to be called Operations Research, but it was always more than research, it was directly applied analytics. Like the article suggests, " ..... Get in your car and try to drive to somewhere in the next county while only looking in the rear-view mirror. .... " No, use Operational Intelligence. Article in Medium by Yves Mulkers makes the case.
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