The compelling case for descriptive analytics: sentiment analysis and natural language

Rapid advancements in predictive and prescriptive analytics have seemingly surpassed the overall utility of descriptive analytics. But as we strive to determine what will happen, and to prepare accordingly using technologies like machine learning, it is easy to forget the main value proposition of descriptive analytics which, although less celebrated, continues to endure. Descriptive analytics doesn't reveal what might happen, what should happen, or what your plan of action should be. Instead, it illustrates something much more concrete--what actually did happen and, with the proper analysis, what to do to get the most advantageous outcome out of a situation. Sentiment analysis is perhaps one of the most pervasive use cases for descriptive analytics today.