Exponential growth in data and information at hand is forcing organizations to rethink their business models. With the rise of digital channels (both as sales channel and marketing channel) the business environment is becoming more complicated and challenging, and the competition is intensifying. Firms are responding by setting up dedicated analytics (or information science or insights) divisions, or repositioning existing teams, to enable a culture of data-driven decision making. There has been significant momentum in recent years with rampant hiring of analytics talent. However, business need to assess if the investment has paid off by achieving the intended objective, or showing signs of positive ROI.