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==History==
While the term prescriptive analytics was first coined by [[IBM]],<ref name=":0" /> and was later [[trademark]]ed by Texas-based company Ayata,<ref>[https://ayata.com/ Ayata], accessed 4 December 2022</ref><ref name=tm>{{Cite web | url=http://trademarks.justia.com/852/06/prescriptive-analytics-85206495.html | title=PRESCRIPTIVE ANALYTICS Trademark - Registration Number 4032907 - Serial Number 85206495 :: Justia Trademarks}}</ref> the underlying concepts have been around for hundreds of years. The technology behind prescriptive analytics synergistically combines hybrid [[data]], business rules with [[mathematical model]]s and [[computational model]]s. The data inputs to prescriptive analytics may come from multiple sources: internal, such as inside a corporation; and external, also known as environmental data. The data may be structured, which includes numbers and categories, as well as [[unstructured data]], such as texts, images, sounds, and videos. Unstructured data differs from [[structured data]] in that its format varies widely and cannot be stored in traditional relational databases without significant effort at data transformation.<ref>{{cite book|last=Inmon|first=Bill|author2=Nesavich, Anthony|title=Tapping Into Unstructured Data|year=2007|publisher=Prentice-Hall|isbn=978-0-13-236029-6}}</ref> More than 80% of the world's data today is unstructured, according to IBM.<ref>{{Cite web |date=2012-03-07 |title=IBM100 - TAKMI: Bringing Order to Unstructured Data |url=http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/takmi/ |archive-url=https://web.archive.org/web/20120403013240/http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/takmi/ |url-status=dead |archive-date=April 3, 2012 |access-date=2023-05-01 |website=www-03.ibm.com |language=en-US}}</ref>
Ayata's trade mark was cancelled in 2018.<ref name=tm />
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