If there was a time when big business decisions were made by intuition, that is behind us. With an ever easier to a wider range of data sources access, few companies who renounce the potential of analyzing them, something transverse to all departments of the company: from the product manager who wants to know how to improve an article marketer looking to the results of a promotional campaign for the next key.

The influence of analytical key to the 86% of companiesTo find out what is playing role in business analytics, Amplitude conducted a comprehensive survey whose main conclusion is that companies have already very clear that the use of analytics is essential. Thus, 86% of companies say analytics have a great influence in making strategic decisions, showing a broad consensus. Just 3% said the data were not important to make business decisions.

In addition, both analytical they used when making large and small decisions. Using tools of data management is not limited to employees specialists (such as analysts or data scientists), but almost all workers in senior and middle managers used some type of analytical in their daily work, especially in as a product and marketing departments.

Given the importance of data today, it is understandable that most companies use various external analytical tools (in addition to the characteristics of each company). Thus, 60% of companies use more than two different tools at the same time, indicating that the data is coming in silos (the data is split across multiple platforms used, which does not favor a holistic view buyer ) and that there is no tool alone serves to understand the behavior of consumers.

In general, most respondents (90%) gave priority to external tools against other created by the company itself, and Google Analytics was a favorite to understand the online behavior.

The analytical tools industry will continue to grow until 2020

Given the increasing importance of data analysis in the corporate environment, not surprising how quickly it is growing this industry, which is expected to increase 27% by 2020, according to data from Markets and Markets. Therefore, if last year alone analytical social networking moved 1.600 million, it is estimated that within four years the figure could climb to 5,400 million.

It is also expected that the popularization of cloud services or the progressive rate of adoption of the analytical tools by small and medium-sized enterprises to mold the future of the industry.

In contrast, there are many challenges that are also holding back the adoption of the analytical tools by enterprises, especially the lack of technical skills, management complicating a flow of increasingly complex and multiple data.