Analysts probing rationally integrated limits for optimization opportunities lack smarts. That is, most analysts who think they are successfully solving problems are foolishly kidding themselves and are delusional.

Let’s be honest. This new fad about business analytics and Big Data is getting wildly over-blown as if it is comparable to a miraculous drug that stops aging or is a proof of physics’ Grand Unified Theory that Albert Einstein went to his grave failing to produce. Today’s business analytics is like the snake oil that was pedaled by hucksters in the 1920s. Using analytics gives false hope that it can improve an organization’s performance, solve problems, support better decision making, or exploit opportunities. It is dubious that analytics improve or solve anything.

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