The capacity to collate data and present information efficiently in real time and the ability to make it readily accessible to everyone has been a major catalyst for many organizations to embrace globalization and improve productivity . Companies are requiring more regular in - depth analytical review of the data within their repositories to have a better understanding of their business environment and competitiveness capability . The ability to generate valuable insights based on business data is termed business intelligence . The approaches to generate these insights are commonly the function of business analytics . Business analytics is the use of analysis techniques and decision rules to provide business users with critical insights of