Beware of Analytics in Isolation

I'm hard-pressed to think of a business term that has garnered as much attention over the past year as analytics. A search on Amazon reveals more than 12,000 books on the topic—if we only count hardcovers.

To be sure, the process of making decisions based upon numbers and solid data has become de rigueur in many industries and at many organizations. These days, it's become downright trendy to drop that term at conferences and in meetings.