In the race from descriptive to prescriptive analytics , new business demands from the business include analyzing data effectively to come up with business insights that can be actionable either by humans or by systems. The goal is to go beyond the simple “what is happening” and “why it has happened” questions to those such as “what’s in the future” and “here are the recommended actions.”

This paper is not about predictive or prescriptive analytics, but about how to best collect, manage and prepare the data inputs to any kind of analysis.

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