**9.20 Business: marketing**

Business application of PAAs occurs at the New York Times (NYT) as a means of improving its business and operational model. Predictive analytics models have been created that enable subscription to the organization's social media sites and other business decisions. According to a report by Chris Wilgins in a Predictive Analytics conference, predictive analytics is used to influence customers [10]. The NYT uses natural language processing as a means of increasing reader engagement so that the most beneficial types of articles can be sold. The software used is C program, in which an algorithm is developed that enables recognition of words such as adjectives used by customers to demonstrate their satisfaction. The software also has a subprogram,

which enables the creation of a decision tree that matches the natural languages used by customers to make a particular decision. The preliminary result of the program is a tree diagram, which matches the natural language used by customers and the decisions that need to be taken to promote the sales of the NYT products.
