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  • Are your analytics efforts having a meaningful impact on your key organizational strategies? Or do they amount to little more than an overhyped "new thing" that accomplishes very little? If you're running into the latter, then you're probably experiencing several of the following 11 common pitfalls of analytics. They are adapted from a section of the recent book, Behind Every Good Decision: How Anyone Can Use Business Analytics to Turn Data into Profitable Insight (Amacom/available now). In the book, authors Piyanka Jain and Puneet Sharma demystify big data by revealing how to use it as a highly effective business tool, resulting in reduced expenses, higher revenues, streamlined processes, improved productivity and greater innovation. The authors also explain how to avoid the common pitfalls, primarily by aligning analytics with enterprisewide operations and goals. Jain is president and CEO of Aryng, a management consulting company focused on analytics for business impact. Sharma is vice president of analytics, growth hacking and user research at Move, Inc.