Marketing professionals have long been the traditional users of data to promote goods, assess market shares, parse demographic information and measure sales results. With technological advances, other disciplines, like HR, are using data-driven analytics to measure outcomes in their fields.
A 2016 white paper from XpertHR discussed a growing need for predictive analytics in measuring workplace outcomes. At the time, a Deloitte survey found that only 4% of respondents were investing in big data. This statistic alone exemplifies the growth in adoption of predictive analytics in just a year.