Myths of Predictive Analytics

With brief registration, a reasonable look at the topic.  I would prefer first a better definition of the topic as well.   All analytics aims to be predictive, but like any forecast, it is not perfect.  It has been done for many years.  " ... Predictive Analytics is powerful, it can help you predict an event or a behavior at a an individual customer level. It can help you spot golden nuggets from the deep-wide-big data ocean; But is also one of the techniques which is not very well understood. With all the recent buzz about Predictive Analytics, it does seems like a new technique in the tool box. Is that so? Is it a crystal ball? Does it always work? In this white paper, we will ground ourselves in the reality of building and maintaining an impactful Predictive Model and exploring these and other myths ... "