Predictive ANALYTICS DEFINED

"Predictive analytics is the ability to use historical data and known variable factors – such as economic and operational conditions – to provide insight into and guidance on the likelihood of future events and outcomes," says Ali Hussain, Chief Innovation & Technology Officer, ATPI Group. "Specifically in travel the data sources used relate to corporate policy, operational efficiency, supplier statistics and traveller behaviour – how often they travel and what and where they are booking. "The more data sources and reference points across a business you have, the better and more accurate predictive analysis can be. "To enrich this data it can then be used across other areas of a business – for example HR can track traveller behaviour against staff retention rates to identify if the traveller experience and employee satisfaction correlate. "Traveller data can also be used to review the effectiveness of travel policies and inform any future changes if required."