Digital Analytics, Big Data and Technologies: A case Analysis

Good Data is software that provides business intelligence to companies through big data and advanced analytics. Good Data is one of the strongest and highly rated software for supporting businesses to gather real marketing and customer related information. The key strength of the software is that it helps marketers to understand the requirements and needs of their customers in a better way. The marketing analytics is a major feature of GoodData which allows companies to understand the overall purchasing history and journey of their clients (GoodData, 2018). In addition, it provides social analytics to connect a company’s revenue with marketing expenses. GoodData consists of comprehensive cloud analytics that links with a company’s cloud data to help them make better and faster business decisions concerning resource utilisation, sales, and other operations of the business. It provides companies with specific operational insights to enhance the efficiency of decision-making and smoothen the velocity of sales (GoodData, 2018). The cloud model that GoodData is based on is an innovative Insight as a Service model that allows cloud resources to integrate well with on-premise data. Thus, GoodData is multipurpose business intelligence software that provides virtually all operational areas of companies to benefit from in a tangible way. GoodData offers exceedingly useful features for sales analysts. It supports statistical techniques and tools that can be utilised by companies to make accurate sales forecasts. The statistical functions supported by GoodData include outlier analysis, trendline, and regression. Through these functions, companies can readily predict anomalies and sales in addition to predicting what-if scenarios and running affinity analysis (GoodData, 2018). Not only is GoodData capable of providing accurate sales forecasts, it can also generate insights into recent changes in sales trends in the past, such as a company performing below expectations in terms of sales in the last quarter. On the basis of these insights provided, sales professionals can focus on high-performance opportunities and allow business analysts to make recommendations for enhancing sales-oriented decisions of the company as a whole.