Day: November 6, 2020



By Dean Barker in SEO Research on November 6, 2020

At different stages, a vast volume of data is processed at various stages of market analysis. The four main types of analytics-descriptive, diagnostic, predictive and prescriptive, according to the workflow stage and the criteria for data analysis. Together these four forms address all the knowledge needed by a business from what is going on in the company to what solutions can be taken to maximise functions.

The four forms of analytics typically are carried out in stages, and none of them is better than the other. Each one of these is interrelated and provides a different interpretation. Data are important to so many different fields, from agriculture to energy networks, and the majority of businesses rely on one or more of these forms of analytics. Big data will provide businesses with richer perspectives with the right choice of analytical techniques

Let’s describe the four forms of analytics before we go deeper into each of these:

1) Descriptive analysis:

explanation or synthesis of current data using existing resources for business intelligence to better understand what’s going on.

2) Focussing on previous results in diagnostic research

for determining what happened and why. Analytical dashboards are the product of the study.

3) Predictive analyses:

emphasises the use of statistical modelling and machine learning methods to forecast future outcomes.

4) Necessary analyses:

it is a form of predictive analysis which is used for the purposes of recommending one or more steps for data analysis.

In a little deeper, let ‘s explain these.

1. Analytics descriptive

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This can be considered the simplest analytical method. The powerful scale of big data goes beyond human understanding, and the first stage therefore needs the data to be broken into understandable pieces. This form of study is clearly intended to summarise the results and to explain what is happening.

The use of descriptive statistics (arithmetic operations, median, median, avg, percentage, etc.) for existing data is generally what people refer to as advanced analytics or business intelligence. 80% of the study contains primarily explanations focused on previous results aggregations. This is an important step in making raw data for customers , shareholders and managers understandable. In this way the areas of strength and weakness are easily defined and discussed to aid in the strategic growth.


The two main techniques concerned are data aggregation and data mining which state that this approach is only used to understand and not to estimate the underlying behaviour. Through collecting historical data, businesses can evaluate customer conduct and commitments that can benefit them in the field of targeted marketing, quality enhancement, etc. MS Excel, MATLAB, SPSS, STATA etc are the resources used in this process.




2. Analytics of Diagnosis

Diagnostic analyses are used to figure out why anything has occurred in the past. The methods such as drilldown, data discovery, data mining and correlations characterise the operation, which are extremely useful when analysising search engine rankings and onpage SEO metrics. Diagnostic analytics analyse more thoroughly results, in order to understand the root causes. The variables and activities that led to the result are helpful to assess. It uses estimates, probabilities and effects for study primarily.


Diagnostic analysis can allow you to understand whether sales have declined or increased for a single year, in a time series of sales results. This kind of research, however, has limited potential for providing practical insights. It just gives you a sense of cause and series when looking back.


Some diagnostic analysis techniques include significance of features, analysis of concept elements, sensitivity analysis, and joint analysis. This kind of analytics also provide training algorithms for classification and regression

3. Analytics Predictive

Predictive analysis is used, as stated earlier, to predict future effects. Nevertheless, the fact that an event will occur in future can not be predicted; it simply estimates the probabilities of an event. On the preliminary descriptive analytical point, a predictive model extracts the potential of the data.


The essence of predictive analysis is to build models such that current data can be interpreted to extrapolate or forecast future data. One of the normal applications of predictive analysis is a sentimental analysis that gathers and analyses all opinions expressed on social media (existing text data) in order to predict the person’s opinion about the particular subject as positive , negative or Neutral (future forecast).


Predictive analysis therefore requires the creation and validation of models with specific forecasts. Predictive analysis is based on machine learning algorithms such as random forests, SVMs, etc., and on data learning and testing statistics. In order to develop these models businesses typically need qualified data scientists and machine learning experts. Python, R, RapidMiner, etc. are the most common tools for predictive analysis.


The forecast of future data is based on current data since otherwise it can not be collected. The model can be used to help complex sales and marketing projections if it has been properly calibrated. It is a step forward in the precise prediction of standard BI.




4. Necessary analytics

Predictive analysis is based on this analysis, but it goes beyond the previous three to offer solutions for the future. It may recommend all favourable results in line with a certain course of action and even suggest different ways of achieving a specific result. It therefore utilises a powerful feedback system which learns and updates constantly the relationship between the behaviour and the result.


Some functions related to the desired result are optimised in the calculations. The app uses GPS to connect you from a variety of drivers in the area to the right driver when you’re calling for a cab online. Therefore the distance is optimised for a quicker time of arrival. Engines for recommendation often use prescriptive analytics.


The other method requires simultaneous combination of all main performance fields to design the right solutions. It ensures that the key output measures are included. In addition, the optimization model will work on the effect of the forecasts already developed. In today’s word, prescription analytics is the ultimate frontier of advanced analytics or data sciences because of their strength to propose favourable solutions.




Final remarks

The four analytical techniques can make it appear as if they have to be sequentially applied. Yet businesses will directly jump to drug analytics in most cases. In most businesses, descriptive analyses are known, and if one has defined the main field to be improved and created, prescriptive analytics must be used to achieve the desired result.


Research suggests that prescriptive analytics are still ongoing and not many organisations have used their capacity absolutely. The improvement in predictive analysis will definitely pave the way for its growth, however. Hope this article has provided you with a deeper understanding of the range of analytics.