Introduction to Business Analytics (Updated Edition)

Business analytics is a trending topic that encompasses various methods and processes for analyzing data. It involves understanding the fundamentals of analytics, including its definition and significance in decision-making. The discussion will also explore different types of analytics as well as their life cycle, which resembles the scientific method.

Analytics transforms data into actionable business insights, aiding growth and improvement. However, the process is complex; it often involves cleaning suspect data before analysis can yield useful results. Not all outputs are beneficial—some may be mere noise. Beyond visual representations like charts and dashboards, analytics encompasses various applications such as targeting potential credit card subscribers or analyzing employee turnover to reduce costs. Different terms related to analytics exist—like business intelligence and data science—but they generally share the same objective of deriving valuable insights from data.

Analytics can be categorized into three main types: descriptive, predictive, and prescriptive. Descriptive analytics focuses on past events, answering questions about historical sales figures or market share. Predictive analytics looks ahead to forecast future outcomes like expected sales and market trends. Prescriptive analytics builds upon predictions to recommend actions for optimal decision-making in the future.

The analytics life cycle, akin to the scientific method, is essential for effective data analysis. The most recognized framework is CRISP-DM (Cross Industry Standard Process for Data Mining), which consists of five key phases: business understanding, data understanding, data preparation, modeling, and evaluation/deployment. Starting with a clear business problem ensures that resources are not wasted on analytics without purpose. Each phase builds upon the previous one to create a structured approach that maximizes success in real-world applications.

Business analytics should always begin with a clear understanding of the business problems at hand. The focus is on achieving specific goals, such as optimizing pricing to increase revenue, segmenting customers for personalized product offerings, or identifying bottlenecks in the supply chain. These objectives guide analytical efforts and ensure that insights generated are actionable and relevant.

Data understanding involves assessing the available data and identifying gaps. Key considerations include data availability, quality, granularity, and update frequency. To explore this data safely without affecting live systems, a sandbox environment is utilized for experimentation.

Data preparation is crucial for effective modeling and analysis, often requiring significant time to clean and organize datasets. Common issues include missing values, inconsistent formats, and incorrect data entries that must be addressed before proceeding. For instance, customer records may have incomplete information or varied formatting in states and dates of birth. To enhance data quality moving forward, it's essential to collaborate with technology teams to implement input restrictions that prevent such discrepancies from occurring.

In the modeling phase, a model is defined as a simplified representation of a system or process that aids in calculations and predictions. Essentially, it mimics real-world scenarios to facilitate understanding and forecasting. For instance, one might create a model predicting car insurance customers' likelihood of accidents within the year. The process involves exploratory data analysis, variable selection for inclusion in the model, selecting an appropriate modeling technique, and fine-tuning it for accuracy. Common tools utilized during this phase include Python and R.

After defining the business question and preparing the data, evaluating a model is crucial. Key considerations include assessing its effectiveness, accuracy of predictions, and readiness for deployment. A thorough evaluation ensures that only reliable models are launched into production.

Popular analytics tools include Microsoft Excel for analyzing smaller data sets, Tableau Desktop for visualizing data through dashboards, Python programming for building predictive models, and SQL for database interaction. Job postings in business analytics often require familiarity with these tools. Additionally, alternatives like Microsoft Power BI can also be used instead of Tableau Desktop.

Careers in analytics blend business, technology, and mathematics. Business analysts operate at the intersection of these fields, while roles like database administrators focus on tech and statisticians emphasize math. Common job titles include business analyst, business intelligence analyst, analytics manager, data analyst, and sometimes data scientist—though the latter may require a stronger technical or mathematical background.

To excel in analytics positions, familiarity with key software tools is essential. Many job postings highlight the need for these skills, so it's beneficial to select a tool and invest time learning it through free versions or trials. Spending a weekend mastering one can enhance your resume by showcasing practical experience without claiming expertise. This proactive approach prepares you effectively for potential roles.