Business Analytics – Overview For Beginners



The best use of data or information with analytics is now helping businesses to take them to the next higher level.  Since data has become the newest currency, increasingly more companies have become data-driven.  Business analytics helps businesses know their consumers, improve their marketing campaigns, enhance their products, and personalize their content to meet their goals.  While raw data and information have great potential, you can’t use the data to its best without the right data analytics processes and tools.  If you are a beginner and looking to take a business analyst certification, here is a guide on the overview of business analytics that will help you get an idea about this field.

What Is Business Analytics?

Business Analytics is the technological practice and process of gaining insights on planning, performance, strategic execution, and decision-making, through investigation and iterative exploration of real-time data or historical business data, or both.  To be brief, business analytics involves the recognition of patterns between different business factors via data analysis.  This information can be used to make informed business decisions.

Business Analytics Benefits

The benefits of business analytics impact each corner of your business.  When data across different departments consolidate in one source, it synchronizes everything in end-to-end procedures.  It ensures that there is no gap in communication or data.  Hence, it unlocks benefits like:

Simple Visualization: Business analytics can take a large amount of data or information and turn it into easy and effective visualization.  It helps accomplish two things.  One is to make insights readily available for business owners with some clicks.  And the second is to put all the data in visual formats so that new ideas are uncovered by seeing the data only.

Data-Driven Decisions: Now, you can make difficult decisions simply and smartly with business analytics. Identifying trends and quantifying root causes is a more efficient method to look at an organization’s future, whether it’s HR budgets, manufacturing chain needs, sales outreach programs, or marketing campaigns. An excellent example is business strategy planning software which uses real-time data to help companies predict whether initiatives will finish on time, within budget, and if they’re affecting the desired KPIs. Additionally, they empower companies to fix performance issues and achieve their strategic goals over time.

Modeling What-If Scenarios: Business analytics build models for the users to look for patterns and trends that affect potential outcomes.  This offers businesses the ability to tweak the models quickly by making a what-if scenario with different scenarios without the need to build sophisticated algorithms.

Types of Business Analytics

Mainly there are four categories of business analytics.  They are used by professionals to get insights that help them enhance business performance.  Let us have a look at the types of business analytics individually:

Descriptive Analytics

Descriptive analytics is the simplest one.  This analytics is the beginning point of analytics and comprises 80 percent of business analytics alone.  Its goal is, to sum up the outcomes and understand what is happening.  It scuffles raw data from different data sources to offer meaningful insight into the past.  It offers information that assists in understanding the business’s performance on an aggregate level.

Diagnostic Analytics

It is the second kind of data analytics.  Similar to descriptive analytics, diagnostic analytics focuses on historical data and finds out why anything happened.  It is called root cause analysis as it looks deep to know the root cause of the events.  It lets you isolate the patterns and identify the factors affecting the business.  For example, diagnostic analytics assists you in understanding why there is a sudden decrease or surge in sales.  It also helps spot the anomalies and find the causal relationships for the effect and cause present in the information or data.  It’s categorized by discovering data, correlations, and data mining.

Predictive Analysis

It uses the collected data along with the results of diagnostic and descriptive analytics to reveal what is probable to occur in the future.  It is where the previous insights can be leveraged into actionable insights to make decisions.  The use of Predictive Analysis includes forecasting the future, changing customer behaviour, analyzing competitors, and predicting the trends of the market to build and optimize strategies to make the most of the business results.  Predictions can be made by evaluating past data and casual relationships, detecting patterns, and extrapolating them.

Prescriptive Analytics

It is the next analytics that assists you in exploiting the future.  Prescriptive analytics tells an organization about what needs to be done next.  Using optimization and simulation, it recommends the probable results and actions that can make the most of the main business metrics.  Here the focus is on how you will make it happen.  It is defined as optimization data analytics for businesses that offers insights about what an organization needs to do to resolve a problem.


In this competitive age, business analytics is revolutionizing the ways to discover smart insights and get more profits using the current methods.  A business analytics professional’s role can change to meet the objectives and goals of a business.  Enroll in a business analyst certification course today and get ready for a promising career.