Business analytics and big data have become a strategic topic high on the managerial agenda. The use of analytics for decision making is a characteristic of top-performing organizations. Many businesses already experienced that their ability to transform data into insights and results has become an important source of sustainable competitive advantage. Analytics is key in this transformation process, and implies the use of statistical and quantitative analysis, predictive modeling and optimization as drivers for business decision making. Analytics goes beyond data access and reporting. Being analytical is not limited to implementing a set of statistical and quantitative techniques and associated software, but starts with the recognition that the right organizational and cultural factors must be in place.
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