In our data-rich society, corporations of all types and sizes recognize the importance of utilizing information to understand their past and shape their future. Many organizations, however, ultimately fail to reap the powerful benefits of analytics as a business tool because, they believe, their analysts have failed to deliver valuable, pertinent insights from the data that can drive business-critical strategies and success. The analytics project that once seemed so promising is forgotten. Was it management’s inattention? Lack of budget? Faulty data or a flawed hypothesis? Or were the analysts on the project not really analysts at all? Analytics is an
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