Analytics has moved well beyond just the scope of technical teams within organizations as senior executives understand that data is critical to making better decisions at all levels. While number crunching was once the exclusive domain of the financial team in terms of running the business, data analytics has extended to other disciplines such as marketing. It is now common for every marketing dollar spent to be justified based on a return on investment. No more guessing and no more joking about not knowing which half of the marketing dollars are working and which are being wasted.