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The science of predictive analytics is an exciting and enticing field, filled with vaguely understood concepts and urban legends of future conditions that are supposedly dictated by the esoteric interaction of thousands of different factors in the present - it is the old Sherlock Holmes premise that, by noticing the correct clues, the correct deductive process will lead one to the absolute and correct final truth. This is, of course, rubbish, which is usually dished up in convoluted mathematics or analytics speak to hide the fact behind the science: it is an intricate network of best guesses based on assumptions and tentative truths.
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