Two years back, I was doing research for my MBA Thesis (Smart Cities: Data, Algorithms, Connectivity, and Smart Citizens) to see how popular analytics was in the context of smart cities and municipalities. So I would do a key word search “Analytics municipality” and it would give me the number of articles / research papers where it was referred. It was by no means the perfect measure but gave a rough feel and idea of what was out there. So this time around I used the word “analytics” with different verticals to see varying popularity. Turns out that most literature is in the domain of marketing.
No surprises there since major e-commerce companies (did I say Amazon?) have shifted from “guts” to actual analytics to determine usage patterns and recommendation systems (similar to the ones my friend Zia Babar conducts his meetups on) to recommend products to visitors.