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What is the purpose of data analytics?

The key purpose of data analytics is to ensure and enable business leaders to take decisions backed by data & information – and not simply basis gut feeling. This includes storage of transaction & business data into reliable data systems and referring those to take insightful decisions. This is a priority area for businesses now a days with business heavily investing in data & analytics. Therefore, virtually everything starting from the data collection, cleansing, manipulation, modelling & finally visualization comes under the radar of data analytics.
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