5 Big Data Analytics Trends to Drive Business Value in 2024 Data is the digital lifeblood of modern businesses. Making sense of that burgeoning business data is the role and purpose of data analytics - the process of collecting, cleaning, transforming, analyzing and gaining actionable insight from data. From targeted marketing campaigns to forecast models to personalized customer experiences, the application of data analytics throughout enterprises is driving real business results. Organizations are unlocking immense value by enhancing visibility into audiences, optimizing operations, mitigating risks, and guiding innovation through leveraging data and analytical strategies. The realm of data analytics is expansive, encompassing data pipelines, prediction models, visualization dashboards, augmented exploratory capabilities and more. As technology continues advancing, new opportunities arise to deepen the business value provided by data analytics capabilities and practices. This article...