From business intelligence to business analytics: a road to rapid success.
Written by Kesar Sandhu
5 Keys to Business Analytics Program Success (MC Press, 2012) is a relevant publication in view of increasing consumerism, in order to understand the class, style, and preferences of consumers, which change on a daily basis. Analytics is a tool that helps businesses identify trends and make decisions. Marketing has evolved from a creative process into a highly data-driven one, and marketing organizations now use analytics to determine the outcomes of campaigns or efforts and to guide investment and consumer-targeting decisions.