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Advanced analytical tools and techniques, known as business analytics, are changing the decision-making environments in many business domains; particularly marketing and human resources.  The use of business analytics is becoming highly effective in today’s data-driven decision-making environment.  The advanced nature of these tools require a skill set beyond many of today’s marketing and human resource professionals.  Therefore they must work as part of team with quantitative professionals—known as quants—to utilize these tools most effectively.  This paper outlines the roles and responsibilities for each of these two professional groups.  The roles and responsibilities at each stage of a standard analytic problem solving process known as CRISP-DM.

Analytics, Marketing, Teamwork