Changing a Lightbulb with a Hammer: Predictive Analytics with Machine Learning

Machine Learning is a new term that re-packages well-established statistical techniques that have been around for decades. Machine Learning reacts to new information by learning. The "learning" happens by observing the past--sometimes the very recent past. Machine Learning can deliver on the promise of self-adjusting algorithms that can react to new information adeptly. However, before employing Machine Learning-driven predictions, ask this question: Is operating in a reactive mode our best option?