The accounting team at Dakota Inc. conducted a sentiment analysis of customer content posted on the company’s social media platform to help uncover the underlying causes of a recent trend in decreasing customer satisfaction. Referring to Exhibit 2.2, which of the four data analytic types does this analysis represent?

a. Prescriptive
b. Diagnostic
c. Predictive
d. Numeric
e. Descriptive

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Data Analytic Question Answered Management Accounting Analysis Example Type Descriptive Diagnostic Predictive Prescriptive What is happening? Create a profit and loss analysis of current products (games, virtual reality headsets, controllers) based on historical financial performance data. Why is it happening? Conduct an analysis that identifies the drivers of customers' most valued particular product preferences (features, platforms, consoles, multi- player capabilities). What is likely to happen? Forecast the financial impact (in terms of lost revenue) from the risk that competitors introduce new games with innovative and popular features. What do I need to do? Build a model that informs employees about specific choices to make across the value chain (from game design to distribution to marketing to aftermarket customer interfaces) to optimize profitability.