Applied analytics is when companies use data, and the insights they can gain from analyzing that data, to enhance their business. Typically, what they’re actually enhancing are specific business processes.
A key characteristic of applied analytics is that such insights are acted upon, often in an automated way. I’ll share some examples of applied analytics in action in just a minute, but first, let me give you a bit more context by describing how it came to be in the first place.
Digital advertising is an early example of applied analytics.