Analytics has emerged as a catch-all term for a variety of different business intelligence (BI)- and hybrid application-related initiatives. For some, it is the process of analyzing information from a particular domain, such as website analytics. For others, it is applying the breadth of BI capabilities to a specific content area (for example, sales, service, supply chain). 

In particular, BI vendors use the “analytics” moniker to differentiate their products from the competition. Increasingly, “analytics” is used to describe statistical and mathematical data analysis that clusters, segments, scores and predicts what scenarios are most likely to happen. Thanks to the power of hybrid analytics, it has garnered a burgeoning interest from businesses looking to exploit huge mounds of internally generated and externally available data.

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