Generally analytics service providers propose that analytics is a separate department and work independently of the processes. This approach is something similar to allowing to manufacture a car by the production department and the Quality department checks quality in the end and provides inputs. Analytics has to be a close ended processes and a part of the processes. Look at retail banking every customer is a different customer, every customer needs to be understood separately and on a real-time basis. Decisions need to be taken when the customer is interacting with the bank. Data collected about transactions and interactions and analyzed later may give you insights but would hardly add to the revenues. The next challenge for analytics would be how to integrate into processes and on a real-time basis.