ABSTRACT
Being data-driven and evidence-based is becoming increasingly decisive for survival in the contemporary and future business landscape. Technological and methodological developments are allowing organisations to extract insights from new types of data and to manage ever-larger amounts of complex data. Academia and business, together, have fostered the transformation towards data-driven decision-making. However, this transformation has not been straightforward. A major problem that the authors highlight in this chapter is that this transformation relies on several rather vague concepts, whose ambiguousness is due in great part to the use of the notions of business intelligence and business analytics. To smooth the continuous development of data-driven decision-making, the authors propose that these notions be subsumed into analytics. Doing so would emphasise the connection to generic knowledge and analytical techniques, reduce use of business jargon and encourage the development of organisational capabilities rather than investment in proprietary systems.
