Data analytics is the process of examining raw data to uncover meaningful insights, patterns, and trends that support better business decision-making. In the context of digital automation, data analytics transforms large volumes of information into actionable intelligence, helping organisations optimise performance, improve customer experiences, and drive growth.
Through the use of advanced tools and technologies such as artificial intelligence (AI), machine learning (ML), and automated reporting, data analytics collects, processes, and interprets information from various sources including CRM systems, marketing platforms, and sales funnels. Automated analytics systems can continuously monitor performance metrics and generate real-time insights without manual intervention.