Companies now are emphasizing on converting data into action as quickly as possible. This is being done by unifying the databases used for operational applications with those used by analysts. This leads to continuous up gradation of models and adjustment of business functions as things are happening. Information is essential in a number of areas, targeted marketing being one of them. Due to the advent of online shopping and real-time processing of data, retailers are now being able to sell their goods at unadvertised low prices, without loss of profits, to customers who leave their website without purchasing the goods in their cart. In these cases, data handling and extracting data to deliver real-time actionable analytics is a challenge. Read more at: http://channels.theinnovationenterprise.com/articles/driving-real-time-decision-making-with-business-analytics