Introduction to Business Analytics

Introduction to Business Analytics is an accessible, hands-on textbook that introduces students or independent learners to the concepts, tools, and decision-making processes that drive modern organizations. Written for introductory business analytics, data analytics, and AI literacy courses, the book focuses on practical applications rather than advanced mathematics or programming.

Students explore the four major types of analytics-descriptive, diagnostic, predictive, and prescriptive-and learn how organizations use data to improve operations, understand customers, forecast outcomes, and support strategic decisions. Topics include key performance indicators (KPIs), dashboards, data visualization, trend analysis, root cause analysis, forecasting, predictive modeling, classification, artificial intelligence, business communication, and data-driven decision-making.

Real-world examples from companies such as Amazon, Netflix, Starbucks, and Walmart demonstrate how analytics creates business value. Hands-on labs and practical exercises help learners apply concepts using realistic business scenarios and modern analytics tools. Resources are available at www.datajoyai.com.

Designed for community college, undergraduate, workforce training, and business students, this text provides a foundation for future study in business analytics, data science, artificial intelligence, and applied analytics.