Business analytics

Business analytics has become a very hot topic; do you think that business analytics is living up to the hype that it is receiving? What role does IT play in getting value from analytics? Ref: https://www-sciencedirect-com.proxy.ulib.csuohio.edu/science/article/pii/S000768131930028X?via%3Dihub https://hbr.org/2021/03/ai-can-help-companies-tap-new-sources-of-data-for-analytics