The document discusses different types of business intelligence and analytics including descriptive, predictive, and prescriptive. Descriptive analytics examines what happened in the past and why. Predictive analytics provides behavioral insights through customer segmentation, lifetime value predictions, and understanding preferences and motivations. Prescriptive analytics goes beyond prediction by recommending optimal actions.

1. STRICTLY CONFIDENTIAL
Driving the Business
Through Business Intelligence & Advanced analytics
Prescriptive
Prediction + Actions for optimal
outcome
Descriptive
What happened , why
Predictive
Behavioural insights: Segments,
LTV, preferences, motivations