Data Analytics and Predictive Modelling are powerful tools used to make sense of data. By interpreting information derived from past events, we can use existing patterns and trends to plan for future outcomes. This forecasting capability helps organizations make effective, cost-efficient decisions on how to allocate their resources. Analytical processes, such as clustering, segmentation, regression, and decision trees, provide the insights necessary to develop predictive models that accurately predict trends and results. Businesses large and small benefit greatly from using this predictive power to inform their decision-making process and increase their competitive edge.