Perfect knowledge is very hard to come by and it doesn’t exist for future events. Your data driven apps and knowledge workers can point you in the right direction but there’s always uncertainty. Past results do not predict future returns. So what to do? This is the great problem of predictive analytics. A more apt title should be “Suggestive Analytics: we suggest moving in this direction but we can’t guarantee positive results.”
While data informed decision making is less esoterically vague than the days of the oracle, we still can’t predict the future. It’s your responsibility to balance your own past experiences with data to create the way forward. Predictive analytics is not, nor will it ever be, the only ingredient needed to determine your course of action. It takes good data and good people to move forward.