Where Analytics and Machine Learning Meet

Take a dive into any discussion about predictive analytics, and it is likely that you will find the terms machine learning and analytics interchanged regularly. It is understandable given that both are related, but they are not the same thing. However, Sam Underwood, VP of business strategy with Futurety, a data analytics and marketing agency, points out that in practical terms, the two should work together. The main difference between machine learning and data analytics depends on which direction you want to look -- forward or backward. Data analytics in its simplest form is looking back at what was done to find trends that may help you moving forward.