Top 10 Domains within Business Analytics

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What is Business Analytics?

An abbreviated to BA is nothing but Business Analytics which is a combination of technical skills, organization processes and applications. The main aim of BA is to get insight into the business based on the statistics and data to drive the planning of the business. It is also used to implement departments from sales to customer service and also to evaluate the wide operations of the organization. Generally, BA solutions use data, quantitative and statistical analysis. To measure the previous performance it uses fact-based data and also guides the business plannings of an organization.  

Business Analytics Domain:

In general, the business analytics domains are the study of four important areas: descriptive analysis, databases, prescriptive analysis, and predictive analysis. In those, descriptive analysis is used to inform about past data, databases are for effective storage purpose, the prescriptive analysis is for optimization and simulation whereas predictive analysis creates models for prediction of future.  

Domains within Business Analytics:

There are many domains are used within the business analytics. In those let us now discuss 10 domains.

The following are the 10 major domains within Business Analytics:

  • Behavioural analytics
  • Financial services analytics
  • Health care analytics
  • Pricing analytics
  • Market Basket Analysis
  • Cohort Analysis
  • Enterprise Optimization
  • Marketing analytics
  • Retail sales analytics
  • Supply Chain Analytics

Behavioural analytics:

Behavioural analytics is termed as one of the recent developments in BA. It discloses the new insights into the customers’ behaviour of mobile applications, the Internet of things, e-commerce platforms, web and online games. The main function of behavioural analytics is to understand the enabling of accurate predictions and to analyse customers actions. It is also used to observe the customers actions in future.

The behavioural analytics utilizes enormous volumes of event data capturing for the raw user during the sessions of customers use game, application, website and also including clicks, navigation path, purchasing decisions, social media interactions, marketing responsiveness and clicks.

Financial services analytics:

The economic services which are produced by the finance industry are known as financial services. It surrounds a wide range of businesses that control finance, including banks, credit unions, insurance companies, consumer-finance company, investment funds, government-sponsored enterprises, accountancy companies, and stock brokerages. The financial services are present in all financially developed cities like Tokyo, New York, London etc.

Health care analytics:

Health care analytics is used to describe activities that can accept data collected outcomes from four areas: pharmaceutical R&D, preferences and patient behaviours, cost data & claims, and clinical data. The main purpose of health care analytics is to examine how clinical care can be developed excessive spending limitation. According to the IT health plan of ONC, the federal agencies will spread the use of electronic health information and health IT to increase the infrastructure of health IT, the transformation of health care delivery, and self-health management.

Pricing analytics:

The process in which the price of services and products can be set by the business is known as pricing. It is considered as one of the parts in the marketing plan. By setting the price it may help in acquiring goods, market condition, manufacturing costs, product quality and competition. Pricing is termed as the important aspect of financial modelling and also in a marketing mix. Pricing can be decided automatic or manual process to sales orders and to purchase which are based on elements such as quantity break, sales campaign, fixed amount, entry price prevailing, and multiple orders combination.

Market Basket Analysis:

In the market basket analysis, we use one term called affinity analysis which is nothing but data analysis that discovers the relationships between activities of individuals and groups. In this process, the retailers pursue to know the customers’ behaviour in the purchase. The information can be further used in up-selling and cross-selling purposes. It also provides the retailer with the required information to know the buyer behaviour in the purchase. It helps in rewriting layout correspondingly, in new buyers capturing, and in the improvement cross-promotional activity.

Cohort Analysis:

It is the subdivision of behavioural analytics which takes information from web application platform and rather than from users. It can break into different groups. Those groups are known as the cohort. It allows seeing the patterns understandably across the user’s lifecycle. The main aim of cohort analysis is to analyze actionable information and to present them. The relevancy of situation is must be there for a company in case of dealing such information. The database consists of many thousands of entries and it made very difficult to achieve actionable data. Whereas the cohort analysis allows to drill & knows the users’ cohort to get the behaviours understandings in the better way.

Enterprise Optimization:

In enterprise optimization the coordination, execution, integration, planning can be done in a systematic process. The main aspect of enterprise optimization is to get the maximum possible profits under the present marketing conditions. Enterprise Optimization is referred to as both art and science. Linear programming is used as the mathematical tool for EO. It also defines five resource types: Sales opportunities, Information, Capital, Production capabilities, and Procurement options.

Marketing analytics:

Marketing analytics is referred to as the exchange relationships management. It also creates relationships with satisfying users. It is also defined as the set of institutions. The processes that come under marketing analytics are: communicating, creating, exchanging, and delivering.  The marketing analysis is mainly responsible for anticipating, identifying, and satisfying customer needs. In the process of bringing the product to the customers includes market targeting, broad market research, and also market segmentation.

Retail sales analytics:

The retail sale is a process by which selling products to customers through multiple methods to get profits. At present, retailers are making a different type of stores, an assortment of optimal product, supporting services, overall market positioning of stores and customer services. The word “retailer” comes from the French word “Tailer” which means to clip, divide, and cut off. It is the process of selling the products to the end-users directly. Retailing has mostly occurred in service establishments.

Supply Chain Analytics:

It is a system of people, information, organizations, resources, and activities involved proceeding a product from supplier to the end-user. The activities of a supply chain are the transformation of raw materials, natural resources and components that are very much helpful in delivering the product to the customer. Supply chain encloses with proper planning and management in almost all activities including procurement, sourcing, logistics management activities, and in conversion. It also enhances the coordination with channel partners.


Business analytics has appeared as a high capacity based business authorizer both in public and private sectors. It is considered the fastest emerging field. The main advantages of implementing business analytics are improving performance, discovering business opportunities, making important decisions, and predict new trends. Thus the domains in business analytics play an important role in getting the required output.

Author Bio:

Anji Velagana, a graduate in Electronics and Communication Engineering from Jawaharlal Technological University, Kakinada. He is currently working for MindMajix Technologies as a content strategist. Contact me on LinkedIn and Twitter.

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