Data and Analytics (also referred to as D&A) is about the way organisations manage data to support all its uses and analyse data to improve business processes, decision-making and outcomes.

The first step in data analysis is determining the data requirements or how the data is grouped, and the second step is the process of collecting this data. Next, the data must be organised and, finally, cleaned up before analysis. The latter involves checking for errors and incidences of duplication.

This type of prescriptive data analysis involves suggesting a course of action, such as ways to enhance capacity to increase output, based on the results of the data analysis undertaken.

The typical tasks and responsibilities of a data analyst include managing the delivery of user satisfaction surveys and reporting on the results using data visualisation software, and working with managers to define success metrics, develop requirements, execute analytical projects and evaluate results. Data analysts also apply analytical tools and techniques to extract and present new insights, and communicate complex data and concepts into visualisations, among many other things.

Embedding and implementing data analytics into a business model helps companies reduce costs by identifying the most efficient ways of doing business. Data analytics can also help businesses make better decisions.

An example of the role of data analytics in the real world is the way in which gaming companies use these analytics to create reward schedules for players to keep as many players as possible active within a game.