The analytics process, with use of big data analytics tools, can help business houses improve operational efficiency, drive new revenue and gain competitive advantages over business rivals. A descriptive analytics focuses on describing something that has already happened, as well as suggesting its root causes. Descriptive analytics, which remains the lion's share of the analysis performed, typically hinges on basic querying, reporting and visualization of historical data. Alternatively, more complex predictive and prescriptive modelling can help companies foresee business opportunities and make decisions that affect both topliners and bottom-line. It can help devising marketing campaigns, reducing customer churn and avoiding equipment failures. With predictive analytics, historical data sets are mined for patterns indicative of future situations and behaviours, while prescriptive analytics subsumes the results of predictive analytics to suggest actions that will best take advantage of the predicted scenarios.