La analítica predictiva abarca una variedad de técnicas estadísticas de modelado predictivo, aprendizaje automático y extracción de datos que analizan hechos actuales e históricos para hacer predicciones sobre eventos futuros o desconocidos.
El análisis predictivo es un área de estadísticas que se ocupa de extraer información de datos y usarla para predecir tendencias y patrones de comportamiento.
A menudo, el evento desconocido de interés está en el futuro, pero el análisis predictivo se puede aplicar a cualquier tipo de evento, ya sea en el pasado, el presente o el futuro.
Por ejemplo, identificar sospechosos después de que se ha cometido un delito o fraude con tarjetas de crédito. El núcleo del análisis predictivo se basa en capturar las relaciones entre las variables explicativas y las predichas de las ocurrencias pasadas, y explotarlas para predecir el resultado desconocido.
Sin embargo, es importante señalar que la precisión y la utilidad de los resultados dependerán en gran medida del nivel de análisis de datos y la calidad de los supuestos.
1. Personalización
Un motor de recomendación puede dar a los asociados de ventas la información sobre las compras pasadas de los clientes y los hábitos de compra de clientes similares para sugerir recomendaciones de artículos.
El análisis predictivo agrega otro valor: puede prever las próximas acciones de sus clientes y hacer recomendaciones sobre artículos de interés en función de su comportamiento y preferencias.
2. Precios
El uso de análisis predictivos para establecer precios permite a los minoristas tener en cuenta todos los factores posibles en tiempo real, algo que sería imposible sin la ciencia de datos y el aprendizaje automático.
Además de considerar las estrategias de precios de los competidores, un modelo de precios predictivo puede tomar en cuenta todo, desde datos de ventas en tiempo real hasta información sobre el clima para optimizar los precios en un momento determinado.
3. Previsión inteligente de ingresos
En lugar de pronosticar ingresos basados en datos históricos de compradores que quizás ya no sean clientes en el mundo voluble del comercio minorista, el análisis predictivo permite pronósticos más precisos basados en los hábitos de compra predictivos de los nuevos clientes.
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