Link: https://online.merrimack.edu/predictive-analytics-retailers-guessing-next-purchase/
This piece details the methods that retailers use to predict the next purchase of their consumers. Historical analytics is using the data that has been gathered to figure out where a company has been. This includes search history and generally where the company has been most active. Predictive analytics, on the other hand, is using the historical data (and any additional correlated data) to determine a prediction as to what the retailer could purchase next. Thus, this predictive analysis leads to the purchase prediction.