Data Con LA 2020 Description The recent proliferation of predictive analytics within companies is of limited benefit unless these companies learn to measure, understand, and embrace a critical concept: error. There is no such thing as a perfect predictive model and all tools using any sort of predictive model will have error. Despite being relatively easy to implement and understand, consistent error measurement continues to be underutilized or even completely avoided. In this session we will discuss *Why embracing error is so valuable to companies. *We will then review basic ways to measure error in commonly used models and in data source systems such as CRMs and ERPs. *Most importantly, we will review some ways to approach company leadership with the concept of error. Speaker Ryan Johnson, GoGuardian, Director of Science and Analytics