The term 'predictive modeling' refers to the statistical techniques used in analytics to forecast future outcomes based on historical data. By applying algorithms and machine learning approaches, organizations can identify patterns and trends, enabling effective decision-making. Predictive modeling leverages various data sources to generate insights that inform strategies across marketing, finance, and operations. This practice is crucial for risk management, resource allocation, and optimizing performance, empowering businesses to act proactively rather than reactively.