What comes to your mind when you think of the word “sales”? Do you think of it as a transaction between a buyer and a seller in which goods or services are exchanged for money? Do you think of it as an agreement between a buyer and seller, where price of the deliverable and the corresponding compensation is agreed upon, or do you think of it as the set of activities involved in selling a product or service to a consumer or business. Regardless of the context, for any profit-oriented organization, sales are one of the building blocks without which the gap between consumer’s needs, and the products and services that fulfil those needs, would not be addressed.

Consequently, businesses persistently make efforts to mitigate this gap and the phenomenon that aids in achieving this objective is known as “Analytics”. Analytics comprises of transformation of raw data, unveiling its meaningful stance that may otherwise be hidden, as we all know that information serves as a great tool that changes the dynamics of how things operate in today’s data-driven world and analytics is the only practice that creates it. Application of Analytics helps construct a chain of command where businesses can illustrate, foresee, adapt and improvise.