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Predictive Analytics for Predicting Customer Behavior

The development of the internet has caused digitalization of data which opens up big data opportunities. Digital data in large numbers leaves traces of what customers see, what they read, their involvement and behavior, judgment, about their interests and preferences so as to provide a large amount of data that can be mined for learning experiences. The big data value lies in the results of analysis and predictions or actions taken from the results of the analysis and prediction. Predictive analytics is data utilization, statistical algorithms, and machine-learning techniques to identify possible trends, events, and behaviors in the future based on historical data. This paper tries to propose predictive analytics to predict customer behavior by using behavior informatics and analytics approach so that deeper insight into customer behavior can be obtained to support predictive analysis in order to improve business decision making.