• Control and manage “gut feeling” decisions

• British philosopher Carveth Read said, “It is better to be vaguely right than exactly wrong.”

• Increase probability of optimal results

• Used nowadays to determine the next best actions to take by sales or customer service reps, which

• Physical assets are likeliest to malfunction, or which candidates to hire.

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What should be done about it?

• Better decisions about what to do.

• Take the inputs from prediction and combined with rules and constraint-based optimization

• Example: send actions recommendation to user or initiates action in other systems.

• Prescriptive functions: Business case building using numerous variables, complex business rules definition and possible analysis, and test, test, test.

• Simulation of results, and power of defining new rules

• Update inputs and iterate with new budget period. Never ending process