Prediction & forecasting
At this point many organisations has large sets of data to work with and to turn into valuable and actionable insights. However, it's rare that they are ever used for their full potential. Most likely because the analysis and method behind this is fairly complex. It consists of mathematics, econometrics, advanced statistics and machine learning.
This is nothing new. This method have been used and known for half a century. But due to the complexity and need for computer power they have been fairly costly, seemed unmanageable, hence only for the few. But not longer. With the massive evolvement within technology and faster and more powerful computers, these kind of analysis are now for the many. And they can serve to a better understanding for how things are now, but in particular to learn how you should buckle up for the future. This can add certainty to actions and confidence in decisions.