The term “advanced analytics” is being over used by the business intelligence (BI) vendors. The marketing literature seems to read like, “Solve all your big hairy business problems; buy advanced analytics from us!” In an article by Colin White and Claudia Imhoff, they called this “term abuse” and set some parameters on its proper usage.
An important insight was that it is “more important to focus on the business benefits offer by a technology” rather than focusing on the technology itself. That got me to think about how one would properly define this term without referencing the enabling technology. Here is a suggestion…
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