Comprehensive analytics across the organisation include both descriptive analytics and predictive analytics. Descriptive analytics describe everything about a company's customers, activities and performance up to the most recent moment. Predictive analytics uses this wealth of customer information to generate models targeting the likelihood of future behaviour in a given customer segment.

When descriptive and predictive analytics are aligned your organisation can use its data to understand customers, anticipate their needs and influence customer decision-making through well-aligned marketing programs.

Always determine the questions you want to ask of your data by looking at your business goals. Keeping your business objectives in mind is a key factor of successful predictive analytics projects. 

That's why the emphasis on business understanding in CRISP-DM makes it OAL's preferred methodology for building predictive models.