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Running head: BIG DATA AND PRESCRIPTIVE ANALYTICSBig Data and Prescriptive AnalyticsInstitution AffiliationDate1BIG DATA AND PRESCRIPTIVE ANALYTICS2Big Data and Prescriptive AnalyticsBig data refers to complex and large data regarding various business activities whichcannot be processed by conventional machines or applications. It's analyzed to make criticalbusiness decisions. It has been mostly employed in making marketing decisions and humanresource sector of businesses (Morgan, 2019). Most businesses and organizations use theanalysis of big data to aid in making critical decisions. Prescriptive analytics is a component ofbusiness analytics that identifies the most viable course of action for a particular situation orproblem. According to Blake Morgan's article published on 21st February 2019 on the Forbesmagazine, prescriptive analytics may be utilized in efforts to improve the customer experience.The prescriptive data takes descriptive data and uses it to make recommendations for futureactions and improvement. Through the determination of the best outcomes and offering the mostoptimal suggestions, entities can focus on the delivery of excellent customer ...


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