One of the things that I am coming to realize in this new job is that I am tired of hearing everyone in their mother talk about how they have "Analytics" for their application. Because there has been an explosion in the data that we are collecting, analytics has become almost a Must Have for an enterprise. But with this need, also seems to come the realization by marketing organizations that they need to tell the world that they too have analytics.
The reality is that most companies have reporting or maybe I will be gracious and call it enhanced reporting. But certainly not Analytics. And absolutely not Business Intelligence, another key buzzword that marketing is using to get attention.
My suggestion to buyers in all industries would be to dig in a bit and ensure you understand the differences between reporting, analytics and business intelligence so that you don't get overwhelmed in the buying process by the marketing non-sense.
