Predictive Analysis for Leveraging Product Sales Performance

Managers recognize that quality information is key to effective decision making. However, gathering information is only a first step in the decision process. Decision makers must also be able convert information into the knowledge needed to take reasoned action. This paper describes how predictive analysis techniques may be employed by information users to create knowledge and develop action plans. A six-step development process that leads decision makers through a natural process of exploration, discovery, prediction and action is introduced and an example of a sales / marketing application is presented