Companies record your activities and purchase reports from data providers. By combing all this data into a single database, companies can develop products ? goods and services ? that fit this picture of you. This database is commonly referred to as Big Data. Companies recognize that the value of Big Data lies not with the data itself but the person who can recommend products by seeing a different a picture of you.

This person that creates the value is known as a Business Analysis, and their specialty is known as Business Analytics. Business Analytics comprises a variety of activities and requires knowledge and skill in statistics, written communication, presentation, marketing, finance among many fields. Business Analytics reflects professional development in a liberal arts tradition.