This textbook investigates the fundamental role and practical applications of data analytics in the modern business landscape. The authors, Fenio Annansingh and Joseph Bon Sesay, trace the evolution of data analytics, detailing its core components and tools, including data mining, business intelligence, CRM, and cybersecurity. The text then shifts to an industry-specific focus, demonstrating how data analytics can enhance decision-making across diverse sectors such as finance, marketing, healthcare, and retail. Designed for undergraduate students, it requires no prior background knowledge and is supplemented by instructor resources.

This textbook is positioned as a valuable resource for undergraduate courses in data analytics, data mining, and business intelligence. Its structure, moving from foundational concepts to industry-specific applications, aims to provide students with a solid understanding of the field. The inclusion of case studies and instructor supplements suggests a pedagogical focus designed to support both learning and teaching. The text's emphasis on practical application and accessibility for students with no prior background knowledge indicates its intended audience and utility.