As a response to the title of this post, we could say that predictive analysis allows us to use data to know in advance the behavior of consumers in reference to the object of study. It seems logical, right? However, that is not its only purpose. The ultimate goal of predictive analysis is not so much to predict, which is essential, but to know how we can influence actions and what probabilities have to be decisive in the face of that predicted event. Are you confused? The professionals at Exnovation, a leading content marketing agency in the USA