Proper utilization of Machine Learning and Predictive Modeling allow companies to increase profit, gain competitive advantages, grow, and win market completion. This is illustrated by results achieved across Major Telecom and Banking Companies. Efficient Proactive Retention, Revenue Stimulation, and Second-best Offer approaches require powerful Churn and Propensity models. There is a big number of techniques that can be applied to any modelling task, but it is almost impossible to know at the outset which will be most effective. Also, there are many ways to interconnect IT and Business. One way to address these topics is through advanced analytical base tables that proved to be highly efficient in all the illustrated cases.