Zul has some good points here. I cringe when i see people touting ROI - comparing the cost of software implementation to the additional income as profit as the final end result. Sure -- data driven decision making via analytics - can deliver insightful innovative improvements. Caution must be taken at each step of the process, cause if move too quickly on faulty inputs - dirty data -- you compound your error with faulty assumptions. Thats why having an experienced analyst on the team to stand with the business domain expert is so critical to analytical success!