The way analytics are described in some marketing and sales circles, it almost seems like you just need to push a button, numbers are spit out, and your company gains this amazing knowledge transfusion to make better decisions. It’s like having a direct link to a magic eight ball that actually works. As James Taylor (yeah, you guessed it, not that James Taylor) explained, there is much more work involved for realizing the value that predictive analytics bring. Companies that experience failures when they start their predictive analytics projects tend to lose sight of the most essential steps.
Taylor—the CEO of Decision Management Solutions—explained how to avoid common pitfalls of predictive analytics in the MIT Sloan Review article, The Four Traps of Predictive Analytics (link to article: http://sloanreview.mit.edu/article/the-four-traps-of-predictive-analytics/).