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Predictive analytics is a form of data analysis used by businesses to forecast changes in the market and user behaviour. It involves the implementation of machine learning, predictive modelling, and predictive targeting concepts. The global market for predictive analytics is expected to reach nearly $23.9 billion by 2027, with a CAGR of 21%. The accuracy of predictive analytics is dependent on the quality of the data used in the modelling, as well as the assumption that future outcomes will be similar to those in the past.