Data has become the key ingredient in a business success model. With the right data, marketers, strategists, and managers can identify critical improvement areas and allocate resources for optimized results. For marketing and sales, data and business analytics has a special importance. Functions in both of these domains can achieve effective results with the help of accurate data and business analytics. 

Analytics helps businesses and their representatives make better decisions. It provides them with good information to act upon, which leads to more efficient customer services, product creation, and solutions development. Ensuring that these goals are met, data is required. Hence, it plays a vital role in helping businesses do better marketing and get higher sales. 

Let’s find out more about how business analytics and data science can help businesses stand apart from the competition. Before moving ahead, know that IMS Proschool provides Business analytics courses to students from all backgrounds. 

What is Business Analytics?

Business Analytics represents the combination of skills, technologies, and practices we use to analyze an organization’s data and performance. It includes insights and trends that are often hidden between the numbers and are required to make data-driven decisions. With effective analytics, businesses can narrow their choices to a minimum and identify the most helpful ones. One of the best outcomes of using business analytics is higher revenue. 

The majority of the use cases of business analytics is to identify the opportunities that help a company generate higher revenue. Whether it is by getting more sales, saving money, or by optimizing existing processes, business analytics is required. 

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A business can use Business Analytics for a wide range of purposes. These include;

  • To analyze data from several sources and data centers. This includes extracting data from their existing online interfaces, marketing tools, or CRM software. 
  • The data extraction will allow these businesses to implement advanced analytics and statistics. The purpose here is to find patterns. These patterns can relate to identifying customers’ buying behavior or anything else required by the business. 
  • Business analytics also fits well in terms of monitoring KPIs and changes in real-time. This allows a business the luxury of making changes in their approach or product according to the customer’s preferences and marketing performance. 

Know more about IMS Proschool’s Business Analytics Course

In addition to this, we can use business analytics in four different ways or approaches. 

  • Descriptive

In the descriptive analytics system, the analysts interpret historical data and KPIs to figure out trends and patterns. This is meant to determine the bigger picture. Moreover, it helps understand the current situation in relation to the past. More importantly, the analysts use data mining and data aggregation tools in this type of business analytics. 

Most of the time, companies use this type of business analytics to get a detailed view into their customer’s behavior. They use this to create better marketing strategies.

  • Diagnostic

The Diagnostic business analytics technique refers to past performance to determine the factors that led to a change in specific trends. In this approach, the analysts will use Drill-Down, Data Discovery, Data Mining, and Correlation approaches to identify and understand the specific events. 

As a result, the analysts are able to reach an understanding of a particular event. It will also help identify the reason behind the occurrence of the event. For this, two different algorithms are used, classification and regression. 

  • Predictive

Predictive analytics harnesses the power of statistics to forecast and assess the outcome of the future. In this, the analysts predict with the help of machine learning and statistical models. 

However, this approach works together with the descriptive analytical model to identify the likelihood of a specific event or exercise. In general, this type of analytical practice is used by sales and marketing professionals. 

  • Prescriptive

The prescriptive analytical method is meant to help us understand how to tackle a situation in the future. “Prescriptive” implies how to correct the situation or take precautionary measures to get the desired outcomes. In this type of analytical system, deep learning analytical methods are applied. 

The type of analytical process you can use for your purpose depends on the business situation. 

Importance of Business Analytics for Marketing Team

Data is the best form of gold for a marketing team as they can use it to build marketing strategies. With this, they can easily take their marketing efforts to the last detail of their customers and implement targeted strategies. Here are some reasons showing Business analytics’ importance for marketing. 

  • Assessing Marketing Strategies

Marketing has always been an expensive affair for businesses. They spend a significant percentage of their budget on marketing. Using business analytics aspects will ensure that businesses get the maximum ROI on their spending. 

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A data-driven marketing strategy will help these businesses optimize their marketing campaigns to target the specific aspects of their customer’s journey. With targeted marketing, the results improve, as there is less “shooting blind arrows” and more of approaching the right customers. 

Moreover, data-driven strategies help personalize customer experiences and marketing. The marketing teams are better equipped to create specific strategies and also reduce the acquisition cost. As a result, the marketing teams can also increase engagement levels with their customers and also achieve better Customer Value Analytics (CVA). 

  • Creating Surveys

With the help of business analytics, marketers can always ask the right questions from their customers and target audience. The importance of this step is visible when creating the solution. Because if you can understand what your customers need, you are better able to create the desired solution. 

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Without access to data, you can keep on creating endless surveys and questionnaires and then analyze the answers to identify the results. But with access to data, you can gain insights prior to creating surveys. 

Using business analytics helps accelerate the surveying process and set the right KPIs. 

  • Identify Target Audience

Businesses must understand that not every person is their customer. There are a limited number of people who need their product. It will be more productive if a business entity will market its product in front of interested customers rather than including everyone in the mix. 

With the help of business analytics tools and techniques, you will find it easier to categorize your ideal customers. You can create a customer persona and build brand messaging that is closely associated with these individuals. 

You can go on to collect information from different channels and classify them with business analytics tools. As a result, you can evaluate and create a pre-verified list of potential customers. Implementing the marketing strategies at this level will provide better ROI. 

  • Analyze Customer Behavior

When you need to understand your customers, business analytics is one of the best solutions. It will allow you to tailor your services and solutions according to your customers choices and preferences. From here, you can address the issues your customers are facing and project your product as the panacea for all the issues. 

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You can drive better content that is relevant to your customers and also share helpful content. All these aspects come together to form a cumulative marketing mix that will bring effective results. 

Based on your customer’s buying behavior and patterns, you can further create strategies or modify them for better conversions, higher visibility, and enhanced sales. 

Importance of Business Analytics for Sales Team

For the sales team, business analytics is equally important as it is for the marketing team. The key component here is the insights and trends we can deduce by using business analytics techniques. Some of the insights include creating bespoke pricing strategies, knowing the customer’s response, and enhancing public engagement. Here’s how we can use business analytics in sales. 

  • Work on Pricing Strategies

The right pricing strategies will set your product apart from the competition and attract higher sales. However, to set the right price and provide the best value to your customers, it is important to take the help of business analytics for setting the right price. 

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Using business analytics will help a business eliminate the “sounds about right” pricing strategy. This will help them move towards a value-based pricing system. 

  • Identification of Weak and Strong Products

Another way to use business analytics in the sales process is identifying the strong and weak products. In this, the business can determine the trending products and the ones that are seeing a declining trend in terms of sales. 

With this, the sales team can find out which products are lagging behind due to competition or which ones do not fit with the current market margins. Having this information in hand means businesses can identify how long it takes for a deal to close. It can show the results of specific sales campaigns and which elements in a product can spark the customer’s interest. 

  • Review Sales Process and Pipeline

Cumulatively, business analytics can help the sales team organize their sales process by reviewing it effectively. The representatives can get a clear picture of the sales process and discover the loopholes along with the entire strategy. 

Business analytics has the potential to transform the sales process and pipeline. It will provide a historical and predictive data set that businesses can use to identify better opportunities and prospects. 

Know more about Business Analytics


Business analytics plays a key role in helping businesses and companies redefine their sales, revenue, marketing, product creation, and operations. It has the power to determine suitable opportunities for the business and leverage the data understanding to deliver the target audience’s specific needs. 

Analyzing and understanding data is always beneficial for a business. It will help them streamline a lot of business-related processes and operations. However, to get the best results, businesses need the services of a Business analyst, who can help them interpret the data and identify trends and insights. For professionals looking to build a career in Business Analytics, join IMS Proschool to enroll in a Business Analytics course. 


  • Where can we use Data and Business Analytics besides Sales and Marketing?

Business analytics has several applications, including cost optimization, productivity enhancement, predictive maintenance, and supply chain management. It can improve the visibility of these components, helping businesses gain efficiencies. 

  • Is business analytics different from business intelligence?

Business intelligence identifies the trends of the past and present. But in business analytics, we determine the reasons and factors leading to the current situation. In some cases, business analytics can also be used to forecast the future. 

  • How can I build a career in business analytics?

Building a career in business analytics requires joining a Business analytics course and gaining relevant experience in the tools, technologies, and techniques associated with this field. You can join IMS Proschool to learn more about Business analytics and gain relevant knowledge.

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