Technology can be confusing. Often, people find themselves using tech terms interchangeably when, in fact, there are very clear differences between them. A perfect example of this is the term “analytics.”
For B2B sales leaders in particular, the generic use of the term sales analytics can be a source of frustration. While you’re researching the different sales enablement providers, you’ll probably see many platforms touting analytics as one of their main features. But all analytics are not equal, and some claims of predictive or prescriptive analytics don’t hold up when you look at what’s actually being offered.
So let’s set the record straight.
We’ll start with some basics. There are three main types of analytics: descriptive, predictive, and prescriptive.