Compare and contrast predictive analytics with prescriptive and descriptive analytics using three company examples with respect to their business performance, quantified benefits and profitability. (350 words) (C) What are the limitations and pitfalls of these analytics in B)? (150 words) (D) Evaluate how big data analytics can be used for innovation and for achieving analytical advantage using three examples one of which should relate to a small or medium enterprise. (350 words)