11/03/2024, 05:17 Four Types of Analytics and Their Differences | Analytics8

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Last updated on February 21, 2024

What Are the Four Types of Analytics
and How Do You Use Them?

Analytics is a broad term covering four different pillars in the modern analytics
model: descriptive, diagnostic, predictive, and prescriptive. Each type of analytics
plays a role in how your business can better understand what your data reveals
and how you can use those insights to drive business objectives. In this blog we
will discuss what each type of analytics provides to a business, when to use it and
why, and how they all play a critical role in your organization’s analytics maturity.
As organizations collect more data, understanding how to utilize it becomes paramount,
driving the need for nuanced data analysis and interpretation. Data without analytics
doesn’t make much sense, but analytics is a broad term that can mean a lot of different
things depending on where you sit on the data analytics maturity model.
Modern analytics tend to fall in four distinct categories: descriptive, diagnostic, predictive,
and prescriptive. How do you know which kind of analytics you should use, when you
should use it, and why?
Understanding the what, why, when, where, and how of your data analytics through data
analysis helps to drive better decision making and enables your organization to meet its
business objectives.
In this blog, we cover:
■ What is Descriptive Analytics?↵

■ What is Diagnostic Analytics?↵

■ What is Predictive Analytics?↵

■ What is Prescriptive Analytics?↵

■ How to Leverage Generative AI to Get More Insights from Analytics?↵

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11/03/2024, 05:17 Four Types of Analytics and Their Differences | Analytics8

Four Types of Analytics

The four types of analytics maturity — descriptive, diagnostic, predictive, and prescriptive analytics — each
answer a key question about your data’s journey.

Descriptive Analytics
What is Descriptive Analytics?
Descriptive analytics answer the question, “What happened?”. This type of analytics is by
far the most commonly used by customers, providing reporting and analysis centered on
past events. It helps companies understand things such as:
■ How much did we sell as a company?

■ What was our overall productivity?

■ How many customers churned in the last quarter?

Descriptive analytics is used to understand the overall performance at an aggregate level

and is by far the easiest place for a company to start as data tends to be readily available to
build reports and applications.
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It’s extremely important to build core competencies first in descriptive analytics before
attempting to advance upward in the data analytics maturity model. Core competencies
include things such as:
■ Data modeling fundamentals and the adoption of basic star schema best practices,

■ Communicating data with the right visualizations, and

■ Basic dashboard design skills.

How Do You Get Started with Descriptive Analytics?

It’s likely you’ve adopted some form of descriptive analytics internally, whether that be
static P&L statements, PDF reports, or reporting within an analytics tool. For a true
descriptive analytics program to be implemented, the concepts of repeatability and
automation of tasks must be top of mind. Repeatability in that a data process is
standardized and can be regularly applied with minimal effort (think a weekly sales report),
and automation in that complex tasks (VLOOKUPS, merging of excel spreadsheets, etc.) are
automated—requiring little to no manual intervention. The most effective means to achieve
this is to adopt a modern analytics tool which can help standardize and automate those
processes on the back end and allow for a consistent reporting framework on the front end
for end users.
Despite only being the first pillar of analytics, descriptive analytics also tend to be where
most organizations stop in the analytics maturity model. While extremely useful in framing
historical indicators and trends, descriptive analytics tend to lack a tangible call to action or
inference on why something occurred which leads us to the next pillar of analytics:
diagnostic analytics.
Slightly low Slightly
Low value + high value + slightly Medium value + high value + High value +
risk high risk medium risk slightly low low risk
risk
CHAOTIC REACTIVE DEFINED
OPTIMIZED MANAGED
No formal analytic No formal No formal
Integrate Integrated
structure integrated integrated
enterprise enterprise
enterprise enterprise
analytics analytics
reporting reporting
(including
advanced
analytics)
No analytics Analytics Analytics Analytics Strong
management/occurs management is management is management analytics
in silos departmentalized departmentalized and management
processes and processes
exist
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11/03/2024, 05:17 Four Types of Analytics and Their Differences | Analytics8

Slightly low Slightly

Low value + high value + slightly Medium value + high value + High value +
risk high risk medium risk slightly low low risk
risk
Employees' analytic Employees' KPIs focusEmployee KPIs focus on
capabilities vary analytic on future analytics predictions:
competencies outcomes: competencies provide strong
vary measures vary confidence
leading levels for
indicators taking
that provide business
prescriptive actions
changes
(e.g. how
does
changing x,
y, and z
impact
outcomes?)
KPIs undefined: KPIs focus on the KPIs focus on Leveraging Data science is
based on ad hoc & past: asking what present internal and operationalized
chaotic metrics happened last metrics/real- external
week/month/year time: asking what data
is happening
today and why
Low or mixed Defined key Machine
confidence in metrics shown learning and AI
reports within analysis are
dashboards and used to project
scorecards KPIs
The analytics maturity model—which has five levels—demonstrates where an
organization is in its ability to make data-driven decisions, as well as also act on
them.
Diagnostic Analytics
What is Diagnostic Analytics?
Diagnostic analytics, just like descriptive analytics, uses historical data to answer a
question. But instead of focusing on “the what”, diagnostic analytics addresses the critical
question of why an occurrence or anomaly occurred within your data. Diagnostic analytics
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11/03/2024, 05:17 Four Types of Analytics and Their Differences | Analytics8

also happen to be the most overlooked and skipped step within the analytics maturity
model. Anecdotally, I see most customers attempting to go from “what happened” to “what
will happen” without ever taking the time to address the “why did it happen” step. This type
of analytics helps companies answer questions such as:
■ Why did our company sales decrease in the previous quarter?

■ Why are we seeing an increase in customer churn?

■ Why are a specific basket of products vastly outperforming their prior year sales
figures?
Diagnostic analytics tends to be more accessible and fit a wider range of use cases than
machine learning/predictive analytics. You might even find that it solves some business
problems you earmarked for predictive analytics use cases.
How Do You Get Started with Diagnostic Analytics?
Being at the diagnostic analytics phase likely means you’ve adopted a modern analytics
tool. Most modern analytics tools contain a variety of search-based, or lightweight artificial
intelligence capabilities. These features allow for detailed insights a layer deeper (for
example: the Key Drivers visualization in Power BI, or Qlik’s search-based insight
functionality). To be clear, these are an effective lightweight means to address diagnostic
analytics use cases but are not a means to a full-scale implementation. Software vendors
like Sisu have built their core business around addressing diagnostic analytics use cases
(what they call “augmented analytics”) and are a great bet.
Diagnostic analytics is an important step in the maturity model that unfortunately tends to
get skipped or obscured. If you cannot infer why your sales decreased 20% in 2020, then
jumping to predictive analytics and trying to answer “what will happen to sales in 2021” is a

stretch in advancing upward in the analytics maturity model.

Predictive Analytics



What is Predictive Analytics?
Predictive analytics is a form of advanced analytics that determines what is likely to happen
based on historical data using machine learning. Historical data that comprises the bulk of
descriptive and diagnostic analytics is used as the basis of building predictive analytics
models. Predictive analytics helps companies address use cases such as:
■ Predicting maintenance issues and part breakdown in machines.

■ Determining credit risk and identifying potential fraud.

■ Predict and avoid customer churn by identifying signs of customer dissatisfaction.

How Do You Get Started with Predictive Analytics?

At the outset of any predictive analytics build, three core elements need to be established:
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■Identify a problem to solve,

■ Define what is you want to predict, and

■ State what you will achieve by doing so.

To start you should collect existing data, organize data in a useful way to allow for data
modeling, cleanse your data and review overall quality, and finally determine your modeling
objective.
While modeling takes up the spotlight in predictive analytics, data prep is a crucial step that
needs to happen first. This is why organizations with a rock-solid foundation in descriptive
and diagnostic analytics are better equipped to handle predictive analytics. Simply put, the
time and effort to prep, transform, and ensure data quality for retrospective reporting has
already taken place. The groundwork should be relatively well laid to quickly identify and
leverage data for the modeling phase. I always encourage customers with well-defined KPIs
and business logic in a specific business reporting area (think sales reporting for example)
to use that as the first predictive analytics use case. The goal is to derive value quickly, and
there is no better place to start than an area where you know data is well defined and of
high quality.
Predictive analytics is the opening to the next step—prescriptive analytics.

Prescriptive Analytics
What is Prescriptive Analytics?
Prescriptive analytics is the fourth, and final pillar of modern analytics. Prescriptive analytics
pertains to true guided analytics where your analytics is prescribing or guiding you toward a
specific action to take. It is effectively the merging of descriptive, diagnostic, and predictive
analytics to drive decision making. Existing scenarios or conditions (think your current fleet
of freight trains) and the ramifications of a decision or occurrence (parts breakdown on the
freight trains) are applied to create a guided decision or action for the user to take
(proactively buy more parts for preventative maintenance).
Prescriptive analytics requires strong competencies in descriptive, diagnostic, and
predictive analytics which is why it tends to be found in highly specialized industries (oil and
gas, clinical healthcare, finance, and insurance to name a few) where use cases are well
defined. Prescriptive analytics help to address use cases such as:
■ Automatic adjustment of product pricing based on anticipated customer demand
and external factors.
■ Flagging select employees for additional training based on incident reports in the
field.
Prescriptive analytics primary aim is to take the educated guess or assessment out of data
analytics and streamline the decision-making process.
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 How Do You Get Started with Prescriptive Analytics?
11/03/2024, 05:17 Four Types of Analytics and Their Differences | Analytics8

Prescriptive analytics is commonly considered the merging of descriptive, diagnostic, and

predictive analytics. Getting started isn’t so much a step-by-step list but rather the time and
effort up front to build your competencies within the analytics maturity curve.
Simply put, there is no starting point in prescriptive analytics without the requisite first three
pillars of modern analytics being established first. If you’re ready for prescriptive analytics,
then quantifying your call to action and the underlying criteria will be the first requirement.
For example: if the use case is to call corrective action for an employee (i.e. – additional
training based on poor performance) then the factors that necessitate this action must be
firmly established and the action itself must be clearly defined.
Moving through the data analytics maturity model shouldn’t be a race. Knowing how each
kind of analytics helps you better understand your data and how to use it move your
business objectives forward is key to realizing the return on investment in data and
analytics.

Enhancing Analytics with Generative AI

While descriptive, diagnostic, predictive, and prescriptive analytics form the backbone of
traditional data analysis and business decision-making, the introduction of generative AI
represents a paradigm shift in how we interact with and leverage data. This evolution is not
about replacing traditional analytics but enriching them and optimizing them through
innovative integration.
What is Generative AI?
Generative AI – a branch of artificial intelligence — employs machine learning models to
create novel content or dataRather than simply analyzing existing information, it generates
original, realistic outputs that enhance business problem solving and decision-making
capabilities. It enables greater automation, more personalized customer experiences, and a
deeper level of creativity in extracting insights from data.
“Data visualization will become less relevant as people increasingly consume
and interact with data via natural language, blurring the lines between
operational and analytical systems even further.” – Analytics8 CTO, Patrick
Vinton, on The Pros and Cons of Gen AI
How Do You Get Started with Generative AI?
Implementing generative AI in your organization involves understanding its unique
capabilities and how they complement rather than replace your existing analytics
framework. Leverage generative AI to get more insights from your descriptive, diagnostic,
predictive, and prescriptive analytics, enhance overall decision-making, and drive
innovation.
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Here are some steps to get started:

1. Align with Business Vision and Goals: Start by integrating generative AI with your
overarching business objectives. It should build upon and complement the insights
provided by traditional analytics methods.
2. Evaluate Current Analytics Infrastructure: Assess how your current analytics
capabilities can be augmented with generative AI. This involves identifying potential
use cases where it can add significant value.
3. Involve Stakeholders in Use Case Definition: Engage with key stakeholders to define
meaningful applications of generative AI. Ensure these applications enhance decision-
making processes and operational efficiency.
4. Plan for Technology and Talent: Consider the technology infrastructure and the talent
required to implement and sustain generative AI initiatives. This planning is crucial for a
successful transition to more advanced, AI-driven analytics.
Learn more by diving into our 5 Pillars of an Effective Generative AI Strategy.

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Kevin Lobo
Kevin is our VP of Consulting and is based out of our Chicago office. He leads
the entirety of our consulting organization, including 100+ consultants in the
U.S. and Europe. Outside of work, Kevin enjoys spending time with his wife and
two daughters, going to concerts, and running the occasional half-marathon.

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