Presents an overview of analytics concepts and practices across a diverse range of industries and organizational contexts. Case studies of successful analytics initiatives from fields including retail, government, education, and the arts examine how the collection and analysis of data impacts decision making within a variety of contexts. Offers students an opportunity to engage with the current theories, practices, and debates in the field of analytics to critically examine its practice. Distinguishes between specific analytical techniques and tools for fundamental data analysis methods, providing context essential to preparing students to engage more deeply with the individual courses that follow.