Analytics based decision making

Purpose – This paper aims to trace the history, application areas and users of Classical Analytics and Big Data Analytics. Design/methodology/approach – The paper discusses different types of Classical and Big Data Analytical techniques and application areas from the early days to present day. Findings – Businesses can benefit from a deeper understanding of Classical and Big Data Analytics to make better and more informed decisions. Originality/value – This is a historical perspective from the early days of analytics to present day use of analytics.