BI [not equal to] PA: the SPSS summit underscores the difference between analyzing the past and predicting the future.(business intelligence, predictive analytics)(Brief Article)

CRM Magazine, July, 2005 by DeFelice, Alexandra

Accessing information about what your customers have done in the past is not the same as having tools to predict what they'll do in the future. The point, driven home by executives at the recent SPSS Predictive Analytics Summit 2005 in New York, is that business intelligence (BI) is not synonymous with predictive analytics.

Gareth Herschel, research director at Gartner, says, "[BI] is a very broad concept that has to do with empowering people by giving them the ability to go get information themselves." Predictive analytics is not about the aggregation of historical ...