Predictive analytics uses past and present data to identify patterns and trends to forecast future outcomes and events. The amount of available data from sources like social media, machines, the cloud, and internet usage has grown exponentially with big data, enabling companies to apply predictive analytics more broadly across different data types to improve business performance. Organizations can now leverage predictive analytics to gain insights beyond what is possible with traditional business intelligence in order to proactively address customer behavior, anticipate events, and inform strategic decision making.