You need historical data where the outcome you're trying to predict is already known. For example:
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To predict churn: customer records with who stayed and who left
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To forecast demand: past sales by product, channel, and time period
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To score leads: historical leads with who converted and who didn't
Data doesn't need to be perfect — it needs to be honest. We handle:
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Missing values through imputation and robust modeling techniques
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Inconsistent formatting through data cleaning pipelines
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Incomplete records by engineering features from what's available
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Legacy systems through custom ETL connectors
The key is having enough volume and enough signal. During our discovery phase, we audit your data assets and tell you exactly what's usable, what needs work, and whether predictive analytics is viable for your specific use case before you commit.