5. What Are Analytics Tools?

Analytics tools are the software and Software as a Service (SaaS) technologies that are critical and necessary for collecting, reporting, and analyzing data. Tools and technologies such as Google Analytics, Adobe Marketing Cloud, IBM Digital Analytics, Microstrategy, Webtrends, Localytics, SAS, and so on are all analytics tools, as are other offerings from ubiquitous technology brands such as Microsoft and Oracle. Actually, many companies, consultants, practitioners, and salespeople would like you to believe that their technology is a data analysis tool—and as of 2013—a big data analysis tool that uses data science; however, not all tools are created for doing actual analysis, but instead may have limited analytical ...

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