NOTES AND COMMENTARIES presents preliminary research, review of literature and comments on published papers or on any relevant subject D ecision-making based on market information has been the hallmark of many successful businesses over decades. The need for precision and specificity in decision rules has been the motivator for policy-makers in organizations to adopt analytical processes to extract insights about markets. Traditionally, the marketing research function in organizations spearheaded the collection and analysis of sampled market data and feeding inferences to decision-makers. Over time, market measurement infrastructure has improved significantly (and is automated) for organizations to start collecting market-level data continuously, comprehensively, and on a large scale (Nielsen, 2015). In many instances today, the data gets collected not by choice but as a result of process output. Often, in today's data management initiatives, an organization does not know whether the data collected is useful until the analysis has been completed. Both the scale of databases and their processing have undergone significant changes. The discipline is now better known as marketing analytics (Hauser, 2007). While there is no standard definition for analytics in the literature, what we refer to analytics in this article is the function of processing large data using technology to obtain useful insights (information) for business decision-making. A prerequisite to analytics, in the context of our definition, is the availability of automated data collection processes to facilitate large-scale data handling. Analytics and big data ventures in business are slated to continue to grow at rapid rates around the globe in the next few years. Studies by management-consulting firms like A T Kearney have projected a growth rate of 10 per cent compound annual growth rate (CAGR) of the analytics software industry between 2015 and 2020 (Forbes, 2015). With pressures on businesses to show growth and profitability, and with increasing competition, the role of analytics and knowledge management services in general is bound to grow further (Bhandari, Singer, & Scheer, 2014).