Analytics is trending as organizations across multiple markets recognize the value of applying actionable insights using real-time analytics to anticipate and adapt to rapidly evolving market dynamics. According to a Gartner report, more than 50% of surveyed users believe that senior executives see advanced analytics as critical to their organization's success, with nearly double the inquiries on the topic in January 2015 compared to January 2014. The top reasons businesses choose advanced analytics platforms are ease of use and the ability to quickly build large numbers of models, reflecting a shift away from legacy approaches that rely on disparate databases or piecemeal collections of tools. To truly operate in real time, modern enterprises need vendors providing highly durable and distributed in-memory databases with sub-second transaction and analytical processing capabilities, as well as scalability and flexibility. Gartner advises technology users to select vendors based on their own needs rather than relying solely on ratings or other designations.