"Predictive analytics" aims to forecast future trends and behaviors in business by utilizing historical data, statistical algorithms, and machine learning techniques. This process analyzes patterns in data to generate insights that can guide decision-making. Businesses leverage predictive analytics to anticipate customer preferences, optimize marketing strategies, and improve operational efficiency. It can also be applied to risk management, enabling companies to predict potential risks before they occur. Ultimately, the goal of predictive analytics is to enable informed decision-making that enhances profitability and competitive advantage.