Business Analytics

What Is The Importance of Business Analytics In Business?

Business is a fairly popular option for many individuals when choosing a career path. Of course, it has its perks for putting your skills to good use and enjoying the fruits that you bear. But have you thought of what it takes to compete in an age, where data is generated at an insanely fast pace? When everything in numbers is valued more? Well, that is when the importance of business analytics takes effect and helps attain a competitive ground in the industry. Pursuing the field of business analytics is a highly profitable career option as well as a course, and in this article, you will get to know why.

Table of Contents:

  • What do you mean by Business Analytics?
  • Where can you opt for Business Analytics?
  • Different types of Business Analytics
  • What is the importance of Business Analytics?
  • What is the importance of Business Analytics in the Digital Marketing industry?
  • Benefits of Business Analytics
  • Frequently Asked Questions (FAQs)

What Do You Mean by Business Analytics?

In simple terms, business analytics means understanding and evaluating large amounts of data that is collected either previously or at present so you can further help the business grow. It provides you with new insights regarding your business, thus making it a lot easier to predict possible planned outcomes. Business Analytics aids in areas requiring massive data, data-driven solutions and forecasting and decisions impacting the business.

Where Can You Opt for Business Analytics?

Although an MBA in business analytics is a great path to pursue pretty much everywhere, there are a select few countries that offer a higher quality course than others. Getting your degree in business from one of these can help you secure your future in the industry. So, let’s check them out:

United Kingdom (UK)– The United Kingdom offers cultural diversity making it a very favourable environment for students. The country has its unique history and plenty of destinations for students to explore and learn from.

There are many notable and prestigious universities that you can enrol on, like the University of Edinburgh and Surrey, that have the best business analytics programs.

Moreover, UK universities have affordable fee structures and scholarship opportunities for good students. Masters in Business Analytics in the UK will have an average tuition fee of 37,000 GBP which is roughly 38 lakhs in Indian currency.

United States- The USA is another destination that offers quality to students. The education system is flexible allowing students to focus on their strengths and maintain a healthy balance between academics and other activities.

It is more quality-based than quantity-based. Masters in business analytics that are offered by US Universities can surely fetch you top-quality skills and an internationally accepted degree. And what’s more?

The country itself provides business analysts with a lucrative career opportunity. Thus, even if you’re a professional in this industry, your worries about the future of your career can be eased. On an average basis, business analysts in the USA can make $90,000 with the highest experience.

Canada- There are various why you should check out Canadian universities for pursuing a business degree. But the most notable ones could easily be the fees being slightly on the cheaper side than USA. It houses top universities like the University of Toronto, Ivey Business School and Schulich School of Business Analytics.

Most of these universities claim to provide high returns upon investment, which means you can expect to get the best aid possible to start your journey in a business career. There is always a wide area of opportunity open for aspiring business analysts and other business professionals.

Japan- If you want to experience studying in a better environment with a more comfortable way of life, Japan is the place for you. The country takes pride in its environmentalist approach towards the conservation of nature, and it offers many student-friendly destinations.

Moreover, pursuing an MBA from a recognized Japanese institution can give you ample growth opportunities both theoretically and skill-based. The average cost of the course is considerably low, ranging from 2 lakhs to 24 lakhs INR.

Japan is also one of the countries that believes in quality education that can secure a lucrative career in the future. Therefore, you should not lose any opportunity to excel in the business industry in Japan.

Australia- Studying business analytics in Australia comes with its benefits, as it houses a few of the top universities in the world. The country has a fast-growing economy, and according to reports, many jobs will offer high salary packages.

The average salary package for a business analyst is around $113,000, and as a student, you can get plenty of part-time work opportunities that pay you a fair sum as well. Some universities you could check out are Monash University, University of Melbourne or University of Sydney, as these are the top universities to do your masters from.

In recent years, business analytics has seen an increased demand in Australia, bringing in higher profits than other sectors. This ensures that the business industry will be the most lucrative career in the future.

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Different Types of Business Analytics

Before we head forward to learn why is business analytics important? let’s dive in-depth into this industry. You’ll come across different types of analytics in business.

It can be broadly categorized into 7 groups- diagnostic, descriptive, predictive, prescriptive, cognitive, business intelligence and machine learning.

These individually provide value to the collected data and help you predict and identify future market trends, that could make your business stand out from the crowd.

Diagnostic Analytics– It is the branch that usually answers the questions that start with ‘Why’. It has a more logical approach and can use several techniques containing data mining, data drilling, correlations, data discovery and drill-down. Some of its features are:

  • Identifying and explaining the abnormalities that can occur.
  • Search through the massive amount of data to look for unusual patterns that may have appeared earlier.
  • Making you understand the relation between these patterns and abnormalities.

Descriptive Analytics– Similar to the previous one, descriptive analytics helps you answer the ‘What’ questions. It employs statistical interpretation to evaluate historical data and identify patterns and relationships.

It is often termed as a more simple form of analysis because of its nature to not dive deeper into description. One can characterize descriptive analytics by traditional BI Business Intelligence and visualisations like bar charts, pie charts, line graphs or tables. We can break down its notable features as follows:

  • Descriptive analytics usually attempts to describe events, phenomena, outcomes or other things of that nature.
  • It uses the measures of frequency to describe the centre of data sets, namely mean, median and mode.
  • Regression analysis is another feature that analyses the single dependent variables being affected by other independent variables. These independent variables can either be one or more than one.

Business Intelligence (BI)– Collecting data and analyzing them is a prominent part of growing the business, so as far as modern businesses are concerned business analytics takes it a step further.

This means you can foresee future business trends with the help of appropriate technologies and strategies. The role of a business intelligence analyst can include gathering and interpreting clear-cut data, which can be in the form of sales, market information, revenues and information relating to consumers.

As a stand-alone field, business intelligence (BI) has a very bright future, with just the right skills you can be a professional in this highly prospective career option.

Business Intelligence functions on several technological tools and strategies to help deliver data in the form of insights, some top BI tools, for example, are Microsoft Power BI, Tableau, Qlik, Sisense or Domo.

Predictive Analysis– This is another broad category that highlights the importance of business analytics, and mainly involves the use of machine learning and statistical algorithms for data analysis.

This model helps in future predictions to be visualised and exported for everyone’s understanding, which means it makes it a lot easier for one to figure out risk management, detect false positives, understand customer behaviour and optimize operational aspects of the business.

With that being said, predictive analytics is best utilized when companies want to improve their decision-making abilities or surge their profits and boost efficiency.

A List of All the Aspects Where Predictive Analytics Can Play a Role:

  • In healthcare sectors diseases can be detected at a faster pace.
  • Fraudulent financial transactions can be detected effortlessly.
  • The use of regression models to accurately predict future outcomes of current trends and goals.
  • In marketing, companies can advertise based on consumer data and set goals regarding advertising and marketing.
  • It can also prove useful in computerized or digital trends relating to weather forecasting, image recognition, video games, text-to-voice translation tools and more.

Machine Learning– Due to technological advancements in all sectors of the industry, you might want to get familiar with the term ‘machine learning’.

Simply put, it uses specific algorithms that are trained on data sets and create suitable models, to resemble closely to humans closely. This checks off the tasks that would otherwise be impossible for humans to do in a short amount of time.

Generally, you will find this term alongside prescriptive analytics as it increases the speed of processing data, and also performs a deeper analysis on numerous variables with subtle changes in deployment.

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There Are a Total of Three Types of Machine Learning: Supervised, Unsupervised and Reinforcement.

  • In Supervised learning, the machine learns from the algorithms that are provided to it manually. This helps it learn better and break down complex information effectively. For example, chatbots learn from user interactivity or prompts of possible responses, therefore they provide better responses in the future.
  • Unsupervised learning is similar to supervised but is provided with only one side of the information. For instance, it’s very effective in finding relations between two or more variables just like when you shop for a particular product, the machine analyses your preferences and suggests similar choices in the future.
  • In the case of Reinforcement learning, the machine is taught to make decisions on a trial-and-error basis. It aims for optimal results by rewarding certain behaviour patterns and punishing others, much like how human beings learn. For example, have you noticed how video game companies promote beta testing before the official release? Beta-testers play the game beforehand and help the machine learn to correct possible flaws.

Cognitive Analytics- This type is used interchangeably with predictive analytics, and uses human-like intelligence to process info and draw out outcomes.

Amid growing competitiveness, we are always anticipating better results, and the artificial intelligence (AI) industry is not far from it. Among all other types, that you’ve read so far, cognitive analytics uses human-like thought processes most effectively and identifies hidden patterns in the data.

Using cognitive analytics requires a series of procedures: aligning the different tasks, grouping data, linking them and identifying their highlight points. Examples where you can find this are Siri, Alexa or any other advanced chatbot. These technologies are trained in a lot of aspects including voice commands, videos, images and other complex information.

So, What is the Importance of Business Analytics in This Day and Age?

As we can understand, business analytics does play a major role not only in the business sector but in many of our daily life aspects as well. It has influenced the automobile industry with automated technology or self-driving cars to make driving in general a lot less hectic, or you may find business analytics playing a role in understanding your preferences even in the smallest things.

Just imagine, wouldn’t it be hard if you didn’t get instant recommendations for what show to watch next? Or if you didn’t find songs similar to your listening taste? In this day and age, it’s unimaginable to go on without these things, therefore in the fast-paced digital economy business analytics makes user interactivity more meaningful by drawing out conclusions from past data that is collected.

It recognizes future trends that are likely to be advantageous for the company, develops suitable strategies and optimises processes for enhanced performance. Business analytics is essential for large organisations to make data-driven decisions.

The entire process involves a team of individuals working for the organisation, to gather large quantities of data and identify possible errors. After that is done, the team can set objectives and goals essential for the organisation or business to move forward in the future.

Having to deal with large quantities of data, sounds very tedious for you, right? That is when charts, graphs and infographics come into context.

The importance of business analytics extends to aiding companies gain a competitive advantage, through identifying unique opportunities, making better decisions, understanding market trends and consumer behaviour and so on.

If done right, it enables them to stand out from the crowd of similar competitors. Consumer preferences are always dynamic, and amidst the latest innovations and technologies, an organisation should aim to set goals to revolve around its customer base.

To think more realistically, you are likely to purchase products and services that resonate with your preferences and can prove beneficial to you. Aren’t all consumers self-centred when it comes to this? Thus, the importance of business analytics also comes with knowing your customers. Some essential steps an organisation can follow for this can be:

  • Conducting surveys and tracking complaints so that errors can be fixed, understanding target audience demographics, comparing reviews, understanding consumer expectations and striving to achieve them.
  • Data can be collected from the website by searching and analyzing queries. Google Analytics is a great tool for such research.
  • Other techniques are conducting real-time beta-testing for new products, performing situation analysis and extending the use of predictive modelling.

Business Analytics for risk management makes use of data-driven procedures to help identify, estimate or mitigate risks. These risk factors are found in the market trends, and with the help of business intelligence (BI), one can monitor these risks over a long period.

Through mitigating risks, business analytics can eliminate the interruptions caused and prevent them from further disruption. Now, this helps us understand why risk management in business is important in the first place.

Moreover, when cyber security becomes the need of the hour, business analytics recognizes possible cyber threats by analyzing traffic in the network, then looking through user interactivity and finally checking system activity for patterns of inconsistency.

Find out here about the best business analytics courses:

What is the Importance of Business Analytics in the Digital Marketing Industry?

There was a time when traditional marketing was the norm, but living in 2023 it is almost hard to imagine. Our life has become digitalized and many companies and big brands resorted to digital marketing to reach out to us.

It is pretty much impossible to separate digital marketing from business analytics. If one helps the organisation to attract a large audience, the other helps to understand the consumer base and analyses future outcomes of their marketing strategy.

  • Digital marketing is used by companies to promote themselves appealingly, a reference to something trending or a movie reference is more likely to catch the attention of potential consumers. On the other hand, the data collected from past purchases and consumer activities helps understand the target audience.
  • There is a chance for personalizing customer experiences and improve marketing returns through proper digital marketing, while possible market trends can be researched and and market strategies can be formulated with the help of business analytics.
  • An organization needs to compete with better products and services and minimum money spent, and what can be the best way to achieve that than analysing competitors? Accessing the required data and making comparisons through visualization, adds up to the the importance of business analytics in digital marketing.
  • Measuring Return on Investment (ROI) has become easier for companies in all marketing activities. With business data and proper tools and skills, you can attain ROI even for non-data-driven companies or organisations.
  • Online shopping is more popular nowadays than the traditional way, you and almost everyone else are aware of that. So collecting insights on how much engagement the company is experiencing and specifically on which platform, is an important task. It is only possible when business analytics is put to use.

Thus both terms Digital Marketing and Business Analytics are interrelated and they offer endless potential in the marketing industry.

Benefits of Business Analytics

Here’s a List of Some Advantages of Using Business Analytics:

  • Identifying new revenues and selecting new products to create.
  • Mitigating risks and improving the security of the organisation.
  • There is an overall improved competitiveness, the importance of business analytics is when companies design useful strategies to improve their future positioning.
  • Organisations have an improved ability for decision making which helps reduce financial losses and steer business decisions.
  • Forecasting the future of the business is much easier with business analytics, as identifying patterns in past data comes as a feature.

Frequently Asked Questions (FAQs)

Q. What is the importance of business analytics as a major?

As the world becomes more and more digitalized, companies will be compelled to incline more towards the online audience they attract through digital marketing. Therefore, learning the basics of marketing and analytics to understand your audience and forecast future outcomes, marks the importance of business analytics as an excellent course option. Moreover, business analytics is in high demand and getting a degree in this field is guaranteed to take you places.

Q. How does Business Analytics help different industries?

Business analytics is the root cause that can help an organisation expand itself organically and succeed in the long run. The importance of business analytics is seen in various industries including Agriculture where you can use data analytics and insights. Other industries include Banking, Finance, Marketing, Human Resources etc.

Q. Where can you study Business Analytics?

As discussed initially in this article courses on business analytics can be found worldwide. Some prominent countries are Australia, Japan, Canada, the United Kingdom and the United States. You can also find some pretty good options for online courses like Coursera and Udemy, which offer partnerships with big institutions.

Q. Will Business Analytics ever be affected by AI?

Partially yes, because the growing importance of business analytics has made it necessary for certain parts of the job to be automated, so more work is done in less time. However, there is still value and quality in the work done by human analysts. Thus, the importance of business analytics in the future will likely give rise to better work quality by business analysts and a scope for them to prioritise strategic work.


Hope this article helped you in learning the importance of business analytics. It helps in generating revenue and also improves the decision-making skills that help the business to explore and run successfully. It also helps the organisation to predict the success of the business. There are many Business Analytics Courses available on online platforms that will train you professionally and you can use them to further implement in your business or any organisation to help them make profits.

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