--- title: Predictive Analytics | SUMāTO description: "Descriptive, predictive and prescriptive: business cases (demand, churn, risk) and how to start with value. 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[Inteligencia Artificial](https://sumatogroup.com/en/insights/tag/inteligencia-artificial) # Predictive Analytics: Anticipate Instead of React [Andrés Lozada](https://sumatogroup.com/en/insights/author/andres-lozada) · Sep 18, 2018, 8:00:00 AM · 7 min read I have spent months in conversation with business leaders across LATAM who already have dashboards, reports and metrics to spare, and yet they still make most of their decisions by reacting: inventory ran out, the customer already left, the machine already stopped. The question I always ask them is the same: what if we could know beforehand? At SUMāTO we believe that this shift in mindset, moving from watching the rearview mirror to watching the road ahead, is exactly what predictive analytics now puts within reach of companies that are not technology giants. I want to share how we understand it in 2018 and where to begin without getting lost. **In short:** Descriptive analytics explains what happened, predictive analytics estimates what is likely to happen, and prescriptive analytics suggests what to do about it. Anticipating demand, customer churn, risk or an equipment failure stops being intuition and becomes an actionable estimate. You do not need a data lab to begin: you need a clear business question and reasonably organized data. ## What is the difference between descriptive, predictive and prescriptive? This is the most common source of confusion, and it is worth sorting out, because it defines what you should expect from each investment. All three are useful, but they answer different questions. - **Descriptive:** answers **what happened?** These are your reports, dashboards and KPIs. It looks at the past and the present. It is the foundation on which everything else is built. - **Predictive:** answers **what is likely to happen?** It uses historical data to estimate future outcomes: a probability of churn, a sales projection, a risk of default. - **Prescriptive:** answers **what should we do?** It takes the prediction and combines it with business rules and constraints to recommend a specific action. The usual trap is trying to jump straight to the prescriptive without first getting the descriptive in order. In my experience, a company that does not yet trust its own reports is not ready to trust a prediction. Sequence matters. ## What is it good for in the business? Four concrete cases Predictive analytics is not an abstract concept: it solves problems you already have. These are the four cases where we see the most value today. - **Demand:** anticipating how much will sell by product, channel and region lets you adjust inventory and production. Fewer stockouts, less capital tied up. - **Customer churn:** identifying which customers show signs of leaving before they actually go opens the door to retaining them while there is still time, instead of regretting it afterward. - **Risk:** estimating the probability of default, fraud or non-compliance helps decide who to extend credit to and under what terms, with more consistent criteria. - **Predictive maintenance:** anticipating when a piece of equipment is likely to fail allows you to intervene before the breakdown, reducing unplanned downtime and emergency costs. What these cases have in common is that the cost of being wrong is high and the decisions repeat many times over. That is where anticipation pays off. ## What do you really need to get started? There is a myth that you need an enormous team of data scientists and a multimillion-dollar infrastructure. The reality in 2018 is far more accessible. The essentials are: - **A clear business question:** not "we want to use machine learning," but "we want to reduce churn in the premium segment." The question defines everything else. - **Sufficient and reasonably clean historical data:** the model learns from the past, so it needs examples. They do not have to be perfect, but they do have to be reliable. - **An owner of the problem:** someone on the business side who will act on the prediction. Without action, the best model is just an ornament. - **A measurable success criterion:** define from the outset how we will know whether it worked, ideally comparing against how the decision was made before. If you want to go deeper into how we structure these projects, you can review our approach to [analytics](https://sumatogroup.com/analitica) and how it connects with [artificial intelligence](https://sumatogroup.com/inteligencia-artificial). ## Why do so many analytics projects fail? It is rarely for lack of technology. The reasons I see again and again are organizational: - **Starting with the tool and not the question:** buying the platform before knowing what problem it solves. - **Models nobody uses:** predictions that get generated but never reach the decision-maker, or arrive in a format that cannot be acted upon. - **Forgetting the cost of error:** a model does not need to be right every time; it needs to be right often enough to improve the current decision. Confusing "perfect" with "useful" paralyzes projects. - **Not measuring against the previous method:** without a baseline, it is impossible to demonstrate value, and the project loses support. ## How to start with value and without big bets? My recommendation is always the same: start small, but start with something that matters. A well-chosen pilot builds credibility and learning without committing the year's budget. - **Choose a narrow, valuable case:** a single product, a single segment, a single equipment line. Enough to prove the point, small enough to execute. - **Set a short horizon:** think in weeks, not years, to reach a first result. - **Measure against what you do today:** compare the prediction with the current way of deciding. If it improves, scale; if not, you learned cheaply. - **Embed the prediction in the process:** make sure the person deciding receives it at the moment and place where the decision is made. Anticipating does not replace human judgment; it strengthens it. The goal is not to automate the decision, but to help whoever decides do so with better information and more time to react. ## Frequently asked questions **Do I need all my data to be perfect before I start?** No. What helps is having reasonably reliable data about the specific case you are going to tackle, not about the entire company. Starting with a narrow case lets you work with a manageable dataset and improve it along the way. **Is predictive analytics the same as [artificial intelligence](https://sumatogroup.com/en/artificial-intelligence)?** They are related, but they are not identical. Predictive analytics uses statistical and learning techniques to estimate future outcomes; many of those techniques are part of the field of [artificial intelligence](https://sumatogroup.com/en/artificial-intelligence). What matters for the business is the outcome: an estimate that improves a decision. **How long does it take to see value?** It depends on the case, but a well-scoped pilot aims for a first result in weeks, not years. The key is to choose a problem small enough to move quickly and important enough to make the result worthwhile. **Does this work if my company is not large?** Yes. Value does not depend on size but on having repetitive decisions with a meaningful cost of error. Many mid-sized companies have exactly those conditions in demand, collections or retention. ## The first step If there is a decision in your business that today is made by reacting and you would like to start anticipating it, the first step is not to buy technology: it is to choose the right question. At SUMāTO we offer a brief diagnostic to identify, together with your team, the case with the highest value and the least friction to get started, and to define how we will measure success from day one. Let's talk about where anticipation can make a difference in your operation. Write to us through our [contact](https://sumatogroup.com/contacto) page and let's take that first step together, from the rearview mirror to the road ahead. Next step Can your data support the decisions you already make with it? [Data & Analytics Maturity Assessment →](https://sumatogroup.com/en/data-analytics-maturity-assessment) [Inteligencia Artificial](https://sumatogroup.com/en/insights/tag/inteligencia-artificial), [Datos y Analítica](https://sumatogroup.com/en/insights/tag/datos-y-analítica) ![Andrés Lozada](https://sumatogroup.com/hs-fs/hubfs/SPEAKERS/AL.jpeg?width=56&height=56&name=AL.jpeg) Andrés Lozada Sep 18, 2018, 8:00:00 AM [LinkedIn](https://www.linkedin.com/in/andreslozada/) ### Explore more from SUMāTO [Enterprise AI](https://sumatogroup.com/en/artificial-intelligence) [Enterprise Transformation](https://sumatogroup.com/en/enterprise-transformation) [Strategic Consulting](https://sumatogroup.com/en/strategic-consulting) [AI Agent](https://sumatogroup.com/en/artificial-intelligence) [AI Contact Center](https://sumatogroup.com/en/artificial-intelligence) [Cybersecurity](https://sumatogroup.com/en/cybersecurity) ### Related Posts #### [Augmented analytics with generative AI](https://sumatogroup.com/en/insights/blog/analitica-aumentada-ia) For years, advanced analytics lived behind an invisible barrier: to ask your data a question, someone had to know how to write a query, build a... #### [From Report to Insight: Self-Service Analytics](https://sumatogroup.com/en/insights/blog/analitica-autoservicio) A few months ago, in a meeting with the leadership team of a distribution company, I witnessed a scene that repeats itself across LATAM: the... #### [RAG and Vector Databases: AI Grounded in Your Knowledge](https://sumatogroup.com/en/insights/blog/rag-bases-vectoriales) You try one of these new language models, it leaves you breathless with the fluency of its answers, and then you ask it about your company's return... ![SUMāTO](https://sumatogroup.com/hs-fs/hubfs/BRANDING/SUM%C4%81TO%20%7C%20LOGO%201000x500.png?width=200&height=100&name=SUM%C4%81TO%20%7C%20LOGO%201000x500.png) Strategic technology planning consultants. 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