Purpose - Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between explanation and prediction. However, while researchers using PLS-SEM routinely stress the predictive nature...

This research essay highlights the need to integrate predictive analytics into information systems (IS) research, and shows several concrete ways in which this can be accomplished. Predictive analytics include empirical methods (statistical and other) that generate data predictions as well as...