"Data analytics has become central to the operation of most businesses and an increasingly necessary skill that every manager should have. More and more organizations are also seeing the need to collect data on their operational environment and are widening the scope of their data analytics activities. Some researchers used to suggest that data analytics is mainly about the handling of user data produced by Customer Relationship Management (CRM) and similar systems and turning these into customer intelligence. The scope of data analytics, however, has now opened up to include all functions of an organization. Not only is there a move from the so-called Big Data analytics to analytics of any kind of data, there is also a healthy trend towards involving all levels of management and even staff into this not-so-new field of information management. This practical guide introduces a methodical process for gathering, screening, transforming and analyzing the correct set of data to ensure that they are a reliable variable for business decision-making."-- Provided by publisher.