This concept refers to all different forms of analyses possible today through information technology, which allows organizations to use all the data produced in its operation for predicting future behavior of market, customers, finances, etc. It is an ability that provides companies with a bigger competitive advantage: “Prediction is power. Big business secures a killer competitive stronghold by predicting the future destiny and value of individual assets” (Siegel, 2013).
Currently, cognitive science has proven that prediction is one of the main and fundamental human abilities, because from it, individuals make decisions and project themselves into the world for building a desired future. Very often, this ability for predicting is based on memory and learning coming from previous experiences. For that reason, being able to access reliable information is essential in predictive process. It is the same for organizations and businesses. Information becomes a significant added value if we can extract from it a kind of learning that is helpful for making predictions for the future of business and for better decision-making in times of changes.
Most of technologies for predictive analyses are based in machine learning, which allows d