Predictive analytics is an advanced analytics discipline that uses statistical modeling, data mining, and machine learning to forecast future outcomes based on historical data. Its primary objective is to identify patterns in data that can be used to identify risks and opportunities. By employing predictive analytics, companies can predict and prevent customer churn by identifying dissatisfied clients earlier and taking proactive steps to promote retention. Marketing teams can use predictive analytics to develop effective cross-selling strategies, which are often facilitated by recommendation engines on a brand’s website. Predictive analytics is a powerful tool for businesses to anticipate and address potential challenges and opportunities.