It is the process of gathering, assessing and cleaning data as well as data visualization for better communication of results. - Ability to make faster, more informed business decisions, backed up by facts. - Deeper understanding of customer requirements which, in turn, builds better business relationships. - Increased awareness of risk, enabling the implementation of preventative measures. - Improved flexibility and greater capability in order to react to change - both within the business and the market. - Better insight into the financial performance of the business. - Proven to reduce costs and therefore increase profit.