The concept of using business data to improve organization’s decision-making is not new. It all started with improvements in digital data storage and computing systems in 1970s and within a decade, software systems such as Decision Support Systems (DSS) and Executive Information Systems (EIS) came in vogue. But still, most of the work done during this initial phase centered around intelligent reporting and not actionable business insights. That began to change with the advent of ‘Analytics’ into decision-making, with a few firms such as Amazon, Capital One, among others, pioneering the way and devising their competitive strategies based on data-driven analytics. When done right, analytics brought irrefutable benefits and helped businesses create sustainable competitive advantage. However, to a large extent, analytics was (and still is) delivered via custom project model and that presents some serious strategic limitations.