ABSTRACT
Business analytics refers to the process of examining an organisation’s data to measure past and present performance to gain insight that will help with future planning and development. It includes various types of analytics including descriptive, predictive, prescriptive and diagnostic. A related method is marketing analytics, which seeks to use customer data to offer more value to customers, increase customer loyalty, enhance customer experience, drive marketing activities and improve company profits, for example. Business analytics can also draw on insights from customer analytics, which uses customer behaviour data to develop models and drive decisions concerning customer transactions, engagement, satisfaction, relation management, development and retention. Business analytics also refers to the set of skills, tools, software and statistical analysis techniques that are used to capture, explore, analyse and visualise data, along with models that can help to make predictions about future performance.
