Home > Articles > Business & Management

What Is Managerial Analytics?

The authors of Managerial Analytics explain how their book cuts through the confusion and gives you clear definitions of analytics and Big Data, and how you’ll get a look at this newly defined field so you will have a deep understanding of the term.
This chapter is from the book

Confusion About the Meaning of Analytics

The field of analytics (and its frequently used synonym Big Data) has captured the imagination of managers everywhere.

Companies often publicly claim that they are committed to analytics. General Electric recently announced a big push into “analytics” to take advantage of the data generated by its own industrial machines.1 IBM and Ohio State University announced the creation of an analytics center that is projected to employ up to 500 people doing analytics work. Google touts its own internal analytics for its superior searching capabilities and offers its services to others to track their own websites. This list of companies and their newly publicized analytics capability could go on and on.

Not wanting to miss the excitement, consulting and software companies are also touting their analytics services and products. The more skeptical may think that some of these firms didn’t change anything except their marketing messages to include the word “analytics.” But even the skeptical view does not refute the fact that there is clearly a lot of demand for analytics—otherwise these firms would not be trying to jump on the bandwagon in the first place.

The term analytics has even made it into the popular press. It is common to see it used in the business section and even on the front page of the newspaper. The movie Moneyball (based on the book of the same name)—showcasing how the clever use of statistics helped the Oakland A’s create a low-cost winning team—might be most responsible for the term analytics catching the general public’s eye. Those following politics closely have also likely read about President Obama’s re-election campaign’s heavy use of analytics to target the voters most likely to vote for him. These forays into mainstream culture (sports and politics) furthered the public’s interest in analytics.

Responding to the demands of employers and students’ desires to be employable, universities have started to offer degrees in analytics. It is very likely that you have come across articles in major publications that talk about the demand for people with analytics skills.2

But just what is analytics? Companies and journalists are better at using the word analytics than at telling you what it is. Without a definition, how do you know if what you are doing is analytics? How do you apply analytics to your situation? How do you know if your vendors are really even selling you an analytics solution?

Whenever a word has such good connotations yet is poorly defined, it is at risk of becoming just another buzzword that will be forgotten when the next one comes around. The CEO wants more analytics projects, so managers put the word analytics into all their project titles, without substantively changing anything they are doing. Vendors realize that they can rename what they’ve always done as analytics, and it will sell better. And if a certain group of products become associated with the word analytics, then the companies selling those products have no incentive to clarify; why clarify the term if it is working to your advantage? Part of the appeal may very well lie in the mystery of analytics to some people: It sounds complex and promises great returns, so we better do it!

If you are serious about applying analytics correctly, how do you know where to start? How do you know when and where you are going to get value from analytics? Will any analytics projects do, or are some better than others?

Adding to the confusion, the term Big Data is starting to be used alongside analytics. The term Big Data is also not well defined. For example, how is Big Data different from a large data set? And does analytics only apply to Big Data? Do analytics and Big Data mean the same thing?

This book cuts through the confusion and gives you clear definitions of analytics and Big Data. You’ll get a look at this newly defined field so you will have a deep understanding of the term.

We take the position that analytics is more than just a buzzword or a fashionable trend. Analytics, performed well by capable people, can bring tremendous value to your company or organization. And it applies to companies and organizations of all shapes and sizes. It applies almost everywhere—to large and small companies, non-profits, and educational institutions. It applies to healthcare and medicine, government agencies, science, law enforcement, and the military. Analytics projects can be started by the head of an organization, a manager of a department, or even a single individual. But analytics can bring value only if you and the people in your organization know what it is, can communicate it clearly, and apply it correctly.

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020