Case-in-Point 1.2 Accountants and other managers are using predictive analytics, a
technique that takes advantage of data stored in data warehouses, to create systems that
allow them to use their data to improve performance. FedEx uses these tools to determine
how customers will react to proposed price changes or changes in service. The police force
in Richmond, Virginia uses predictive analysis tools and a database of police calls and crime
incident data to predict where and when crimes are most likely. Their system even includes
information about weather and local events.2