After the first step of simple collection and analysis of information and data, predictive analytics further works on detecting correlation and trends. It helps organizations use both historical and real-time information to predict behavior or outcomes, which helps the business move from a past view to a forward-looking perspective of the customer. Take Amazon as an example, your homepage and others' homepages will be different because Amazon will constantly track the information you viewed and your purchase records. Then, they will adjust the messages sent to each customer and provide them with a personalized experience. This step helps organizations understand the relationship between the past, present and future of data. It helps predict the possible future, including what-if scenarios and risks.