What are Descriptive Analytics?

Considered the most basic type of analytics, descriptive analytics involves the breaking down of big data into smaller chunks of usable information so that companies can understand what happened with a specific operation, process or set of transactions. Descriptive analytics can provide insight into current customer behaviors and operational trends to support decisions about resource allocations, process improvements and overall performance management. Most industry observers believe it represents the vast majority of the analytics in use at companies today.

Teradata Take: A strong foundation of descriptive analytics – based on a solid and flexible data architecture – provides the accuracy and confidence in decision making most companies need in the big data era (especially if they wish to avoid being overwhelmed by large data volumes). More importantly, it ultimately enables more advanced analytics capabilities – especially predictive and prescriptive analytics.