Artificial intelligence
A predictive model uses past data to estimate future behaviour: who is about to leave, what a customer will be worth over time, which trend is about to grow.
In Enrico Giubertoni's articles the value lies in what the forecast allows, namely acting early and precisely while the outcome can still be changed. In his texts the term almost always lives as «predictive analytics», set beside the strategic judgement of whoever decides.
An example
The management system of a services company flags that a long-standing client has stopped asking for quotes and that its profile now resembles those who cancelled over the last two years. The sales team receives that name today instead of in the quarterly report: the predictive model bought weeks of advantage, and a person still makes the call.
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