Data Analytics

Updated on January 5, 2024
Article byKhalid Ahmed
Edited byprarthana Khot
Reviewed byDheeraj Vaidya, CFA, FRM

What Is Data Analytics? 

Data analytics refers to examining unprocessed databases to draw meaningful and actionable inferences about the content they contain. It helps financial analysts and researchers view trends in the unprocessed data and extrapolate significant knowledge from it.

Data Analytics

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Businesses could use applications utilizing automated systems, simulation, and machine learning techniques in data analytics procedures and approaches. It aids businesses in better understanding their customers, campaign analysis, content personalization, and content creation strategies, including product development. As a result, businesses may increase market efficiency and increase revenue with the use of data analytics.

Key Takeaways

  • Data analytics organizes unprocessed data using various statistical tools to give meaningful, insightful visual, and valuable business insights to predict future actions based on historical data.
  • It helps gauge consumer and employee behavior trends to improve the business.
  • There are four major types of data analytics – descriptive, predictive, prescriptive, and diagnostic analytics, using many tools like SAS, R, Microsoft Excel, and Python to generate valuable decision-making analyses for businesses.
  • Analysts use different techniques for data analytics like descriptive analysis, regression analysis, classification analysis, time series analysis, graphs, visualization techniques like the word cloud and machine learning, and artificial intelligence techniques like decision trees.

Data Analytics Explained

Data analytics meaning describes an advanced scientific field wherein financial analysts collect raw data from the past and draw inferences meaningfully for proper action about the information contained. They use various statistical tools, machine learning, and other technical tools. Companies further use the inferences to perform smart business decisions. 

Corporations use data analytics to examine various data types (past, real-time, raw, qualitative, and organized) to spot trends and give information. In certain situations, they include automating judgment, insight, and activity. In short, data analytics skills mean extracting raw data, ordering them, and then converting them into homogenous, cognitive, and visual information to help firms and organizations. The easy-to-comprehend results then enable the businesses to form strategies for future actions to improve their businesses.

One can also say that business analytics aid in drawing helpful patterns regarding consumer behavior and employee behavior while interacting with customers to solve their queries. It is also beneficial in predicting future performance based on the data about past information in a logical and data-backed manner. As a result, the companies get equipped with better strategies to tackle unforeseen misshaping, make informed decisions, and therefore plan accordingly to sustain the business.

For the same purpose, corporations like Google have developed the data analytics certification in big data analytics. These courses teach data analytics with excel for employees and individuals alike. In addition, they help to improve innovation and development in modern businesses. 

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The data analytics field has always been huge, with four major categories.

#1 – Descriptive Analytics

It aids in clarifying what transpired. Such methods condense big datasets into concise summaries that stakeholders can understand. These tactics enable the development of key performance indicators (KPIs), which aid in monitoring success or failure. It helps to analyze many sectors and employ metrics like return on investment (ROI). Technical measures help in tracking productivity in certain sectors. 

#2 – Predictive Analytics

It assists in addressing concerns as to what will occur shortly. These methods make use of historical data that spot trends as well as assess their likelihood of repetition. In addition, predictive analysis techniques, which use a range of artificial intelligence and statistical approaches, including regression, decision trees, and neural networks, offer insightful information about potential future events.

#3 – Prescriptive Analytics 

It assists in responding to the question of what companies have to do. Hence, companies may use predictive analytics insights to make data-driven judgments. In the event of ambiguity, this enables firms to make wise judgments. Machine learning algorithms that could identify trends in massive datasets are the foundation of prescriptive analytics tools. 

#4 – Diagnostic Analytics 

It aids in providing explanations for why certain events took place. These methods support more fundamental descriptive analytics. They examine the results of descriptive analytics in greater detail to determine the root problem. Finally, research analysts conduct more research to determine why the performance metrics improved or declined. Typically, this happens using three steps:

  • First, finding unusual patterns within the data. 
  • Gathering data regarding abnormalities.
  • Statistical tools are required to find links and patterns that describe such anomalies.

Tools Of Data Analytics 

Various methods could be available for extracting insightful information from the provided data. Unfortunately, several of them rely on coding, while others do not. Among the most often used analytics data tools seem to be:

#1 – SAS

SAS is a copyrighted piece of C-based software with over 200 different parts. Because its programming code is regarded as top-level, learning it is simple. Nonetheless, it just instantly publishes the findings through an excel worksheet. As a result, several businesses utilize it, including Twitter, Netflix, Facebook, and Google. Moreover, SAS is improving to demonstrate that it is a significant player in the analytics of data business even after facing challenges from innovative coding languages like R and Python.

#2 – Microsoft Excel 

Businesses also utilize it to undertake real-time modifications of data gathered from various other sources, including stock market reports. Especially compared to other programs like R or Python, it is comparatively important when carrying out rather complicated data analytics. It ensures an effective picture of the data. In addition, financial analysts and sales managers frequently use it to address challenging company issues.

#3 – R

R is among the top coding languages for creating detailed statistical visuals. It is open and free programming that one may use with Windows, MacOS, and many UNIX operating systems. It moreover features a simple for using command-line interface. Nevertheless, learning it can be challenging, especially for those without any prior coding skills. Furthermore, it is extremely helpful for developing statistical software and carrying out sophisticated analyses.

#4 – Python

One of several potent tools at the user’s disposal for analytics of data includes Python. It includes numerous packages and libraries. Python is a freeware, open-source program with modules like Matplotlib and Seaborn, which could use for sophisticated visualization. The popular analytics of data package that Python includes is called Pandas. Owing to its efficiency and adaptability, analysts frequently choose Python as a beginner’s coding language. Python is used across several systems and has a wide range of applications. 


Analysts may divide data analytics methods into techniques dependent on: statistics and mathematics, graphs and visualization, machine learning, and artificial intelligence.

#1 – Statistics And Mathematics Techniques

It comprises four types: descriptive analysis, regression analysis, classification analysis, and time series analysis.

  1. Descriptive Analysis – It considers the historical data and key performance indicators to explain performance concerning a given benchmark of analytical techniques. 
  2. Regression Analysis – It is a method that describes the link between a single or group of independent or dependent variables. It could deploy different models, namely life data, multiple or nonlinear.
  3. Classification Analysis – It is also the most well-known and widely used analytics of data method. Analysts use it to forecast the group to which new observations will correspond. Historical data of a recognized category are analyzed to classify anything.
  4. Time Series Analysis – A common format typically included in thoroughly examining a specific time series. It examines changes that have occurred throughout a time when time is a factor in the outcome. It aids in the discovery of systemic patterns, seasonal variations, and cyclical patterns within observational data.

#2 – Graphs And Visualization Techniques 

Some of the tools utilized are – Word Cloud Chart, Line Chart, Gantt Chart, Bar Chart, Column Chart, Area Chart, Pie Chart, and Scatter Plot.

#3 – Machine Learning And Artificial Intelligence Techniques

Some techniques are artificial neural networks, decision trees, evolutionary programming, and fuzzy logic. 

Process Of Data Analytics  

The process of data analytics follows the following steps- 

  1. Establishing the parameters for data categorization.
  2. Gathering data from several sources.
  3. Further arranging the data statistically.
  4. Filtering the data and ensuring no errors or overlaps. Afterward, one evaluates the data to ensure it isn’t lacking details.
  5. Further, one utilizes error-free data to analyze and identify trends using the tools like Excel, R, or Python.
  6. When the trends are known, one changes the raw data into graphics for the management and employees to better understand.
  7. This is the final step where; the management goes through the recommendations made using data analytics and decides whether to act upon them or not.

This has been a guide Guide to What is Data Analytics and its meaning. We explain its types, tools, techniques, and processes in detail here. You can learn more about finance from the following articles –

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