What type of analytics would be performed to answer this question?

A marketing director has asked the question ‘How many product purchases are expected this coming year given the current marketing campaign?

What type of analytics would be performed to answer this question?
A . Descriptive
B . Predictive
C . Diagnostic
D . Prescriptive

View Answer

Answer: B

Explanation:

Predictive analytics is a type of analytics that uses historical and current data, as well as statistical and machine learning techniques, to forecast future events or outcomes, such as product purchases, customer behavior, or market trends12. To answer the question ‘How many product purchases are expected this coming year given the current marketing campaign?’, predictive analytics would be performed to estimate the demand and sales based on the existing data and the marketing campaign variables.

Reference: 1: Guide to Business Data Analytics, IIBA, 2020, p. 182: Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Eric Siegel, 2016, p. 3.