Econsultancy’s Jeff Rajeck is publishing a series of articles focused marketing analytics. Previously he has posted about Descriptive Analytics and Diagnostic Analytics. He has published the third article on Predictive Analytics. Rajeck says, “With descriptive and diagnostic analytics, we are able to describe data and offer explanations for why certain events happened. Notably, both techniques use data from things which happened in the past. The data itself, therefore, is never in question, even if the diagnoses are controversial. With predictive analytics, we are still relying on data... [...]

After publishing an in-depth article on Descriptive Analytics, Econsultancy writer Jeff Rajeck has published a second article focused on Diagnostic Analytics. Rajeck says, “Previously, we discussed how descriptive analytics will tell you what just happened. To understand why, however, you need to do some more work. You need to perform diagnostic analytics. In many cases, when there is a single ‘root cause’ of the situation, diagnostic analytics can be quick and simple – you just need to find that root cause. But, if no root cause is apparent, then you need to use diagnostic... [...]