Business Analytics
Reference model
From business question to data, analysis, insight and decision.
About this model
Business analytics uses statistical analysis, data mining and predictive modelling to turn data into evidence for decisions. It is commonly described as descriptive (what happened), diagnostic (why), predictive (what will happen) and prescriptive (what to do).
Originator not stated.
How to read it
- Start with the business question; every data source and metric should help answer it.
- Follow the loop clockwise: collect data, analyse it, generate insights, then decide.
- Treat each insight as a hypothesis until the evidence supports it.
- Return to data collection when an insight is uncertain or the decision raises new questions.
What this does
Turns business data into evidence that supports a specific decision, by framing the question, analysing the data, testing explanations and agreeing actions.
When to use it
Use it when you have a clear business question and relevant data, and you need to understand patterns, causes or likely outcomes before deciding what to do.
Not when: Do not use it when the data is insufficient or irrelevant to the decision, or when the decision is already made and the analysis would only be used to justify it.
What happens next
Present the findings with a data visualisation or storyline tool, then take the decision and actions to the decision owner for sign-off.
Golden thread
Builds on ←
- Problem statement
- Data collection plan
Feeds into →
- Decision-making framework
- Data visualisation
Use this tool, free
Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.
Drafted with AI and reviewed by Eccellere on 04/11/2026. Guidance, not advice: apply your own judgement.