Data Science for Marketers (Part 2): Descriptive v Diagnostic Analytics

In this series, we previously talked about the essential steps you should take before starting your big data analytics programme – decide on your end game and start the data consolidation process.

Now it’s time to move on to the more thrilling part – learning how to ask the right questions (using data science) and receive the best answers (using data analytics). Your big data, once ready to use, enables you to understand: • What has happened? (descriptive analytics) • Why did this happen? (diagnostic analytics) • What will happen if…? (predictive analytics) • What should we do about this? (prescriptive analytics)

Author: George Karapalidis

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