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RUNNING HEAD: THE EVOLUTION OF BUSINESS INTELLIGENCE AND ANALYTICS -1-
The Evolution of
Business Intelligence and Analytics
Amber J. Cary
Central Washington University
RMT 366, Williams
THE EVOLUTION OF BUSINESS INTELLIGENCE AND ANALYTICS - 2 -
The Internet is host to massive amounts of information from around the world. Although data
collection and data platforms have been reinvented by advancements in technology and an
increase of online users, marketing departments and companies have used some form of
information gathering for decades. Over the last 20 years, the data collected about consumers
has been applied, manipulated, and analyzed to propel the monumental success of many well-
known corporations.
Business intelligence and analytics (BI&A) refers to the annexation, storage, distribution,
maintenance, and analysis of data collected about consumers. Over the years, the benefit to
organizations from implementing data management into marketing strategies has proven to be
astronomical. Modern methods of BI&A allow companies to effectively target specific audiences
which in turn helps to establish, strengthen, and maintain meaningful relationships with current
