“Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway.” - Geoffrey Moore, Author of Crossing the Chasm Inside the Tornado
Without analytics, your company is vulnerable because analytics gives you valuable insight into what is and is not working. If your company doesn’t understand what mistakes it has made with its business decision-making, marketing performance, or customer interactions, it will keep on making those same errors. Data analytics helps business decision-makers position themselves in the industry and identify in which fields in their products and services are needed, why sales may have decreased or increased, and where there may be an opportunity in the market.