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Analytics Channel

The term analytics refers to the applied use of statistical techniques to gain understanding and value from structured and unstructured information in enterprise, line of business, departmental and third-party databases and repositories. As the research firm Gartner Inc. has described, "Analytics leverage data in a particular functional process (or application) to enable context-specific insight that is actionable."

Analytics measure ratios and percentages, often employing complex mathematical algorithms to understand relationships within and among data sets. Statistical methods can be applied to both historic and near real-time data for separate or combined purposes. Business analysts, Web analysts, marketing managers and other users employ analytics for various business purposes. For example, financial analytics reveal trends and deliver what-if scenarios that affect the planning, budgeting and forecasting process. Customer relationship management (CRM) and marketing analytics employ data mining and predictive methodologies to address customer propensities to buy or churn and create measures of lifetime customer value. Web analytics are used to understand customer behaviors and optimize product and service offerings, marketing and sales campaigns. Still other analytic applications have an ancestry in search engines and address unstructured information through text mining.