Types of analytics projects and the executive perception of them

Purpose – The purpose of this paper is to help readers categorize the vast variety of tasks, processes and procedures involved in analytics projects. Design/methodology/approach – It is designed to help the reader explore the five different but related categories of analytic projects. Findings – The findings show the categories of projects to be: converting data to money, showing relationships and causation, applying models, conducting impact and return on investment (ROI) analysis and forecasting ROI. Originality/value – The originality and practicality of this paper is displayed with thorough explanations of each of the five types of analytic projects and a number of examples of their applications.