ABSTRACT
Analytics is one of the current buzzwords that crops up in a wide range of contexts – business analytics, retail analytics, supply chain analytics, human resource analytics, and political analytics, to name but a few of the more frequent ones, and, of course, sports analytics. Analytics is data analysis to support decision making. It is analysis with purpose, motivated not by interesting questions but by practical questions, by questions asked by those in positions of responsibility within organisations who have to make decisions that will affect future performance. It is actionable insight, analysis that aims to make a difference, combining technical rigour with practical relevance.
