In the first stage – descriptive analytics, past data is studied to learn from past behavior and to assess how it can affect future outcomes. The second stage – Predictive Analytics uses data to predict what could happen next. The third stage which is also often referred to as the final frontier in the Big Data analytics game is Prescriptive Analytics - where data helps prescribe different actions.

Here are 4 reasons for B2B marketers to consider Prescriptive Analytics in 2018 

1. Combines the best of descriptive and predictive analytics

2. Drives informed (digital) marketing decisions

3. Improves customer-focused strategies to enhance CX

4. Helps mitigate business (even Sales and Marketing) risks