The basics of predictive analysis

The first step to predictive analytics is collecting relevant data in a consistent way across channels, writes Thomas Davenport, a Deloitte Analytics adviser. It's also important to pay attention to the assumptions that underlie a predictive model. "Managers should always ask analysts what the key assumptions are, and what would have to happen for them to no longer be valid," Davenport writes.

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Harvard Business Review online/HBR Blog Network

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