Predictive analytics gets the headlines, but descriptive analytics does most of the work in a typical business. Knowing the difference stops you buying a forecast before you can trust your own history.
Both sit within our Data Analytics service, where we usually get the descriptive foundation solid before layering forecasting on top.
Descriptive analytics looks backwards at what already happened. Predictive analytics looks forward at what is likely to happen, using patterns in past data to estimate the future.
| Aspect | Descriptive | Predictive |
|---|---|---|
| Question | What happened? | What will happen? |
| Input | Historical data | Historical data plus a model |
| Maturity needed | Low | Higher |
| Example | Last quarter's sales | Next quarter's demand |
For most decisions, a clear view of what happened is the win. If you cannot yet trust your own monthly numbers, a forecast built on them will only be confidently wrong.
Predictive pays off once your data is clean and you face decisions with lead time, like stock, staffing or demand. A forecast is only as good as the history behind it, so the foundation comes first.
Do not chase a predictive model to look advanced. Master descriptive reporting first; most of the value is there and the rest depends on it.
A focused analysis sprint that answers one or two priority questions starts from $2,990 plus GST as a one-off. An ongoing insight retainer starts from $1,290 per month. Advanced forecasting and modelling work starts from $4,990 plus GST.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
Descriptive analytics reports what happened, while predictive analytics forecasts what is likely next using patterns in past data. Most businesses should make descriptive reporting trustworthy before investing in predictive models.