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Digitalizing business analytics by generating relevant information from data to gain valuable insights and to enhance decision-making is a key ability for companies. We describe a potential concept for digitizing company analytics to enable data-driven approach by providing a path from information needs to visualizing the analysis results, including the consideration of analysis logic, relevant data, and necessary data model. Company business processes, IT applications, and data assets provide the foundations to build upon. The developed concept may enable practitioners to consider possible applications and the needed, already existing technologies.

Data are a strategic asset for companies but are not fully capitalized to serve the business. Company data assets that reside in the enterprise applications, the corporate business IT, have the potential to provide additional value aside serving the typical functional role of these applications. One possible application is the fact-based profitability analysis. Understanding company level or business line profitability is not enough for sustainable long-term business success, but product level analysis is needed. Currently product level analysis is often either seen not possible or entails laborious manual work. This study analyses the roles of productization and product structure as preconditions for fact-based analysis of company products. The study is realized as a combination of a literature review and analysis of eight companies. Those responsible for products and financial results may benefit of the understanding of the significance of productization and product structure for fact-based analysis and reporting on company products. The findings support data-driven approach and fact-based analysis.