A marketing department has established an analytics team.

According to the IIBA® Guide to Business Data Analytics, analytics practices operating at the business unit level are characterized by a lack of alignment with the organization’s strategic objectives, a limited scope of analysis, and a siloed approach to data and insights1. This can result in analytics work that is not relevant, timely, or impactful for the organization as a whole, and that may not address the most critical business problems or opportunities. Therefore, the analytics team may conduct analysis that is of minimal value to the organization, or even detrimental if it leads to suboptimal decisions or actions.

References:1: IIBA® Guide to Business Data Analytics, Chapter 2: Business Data Analytics in Context, page 14-15