The evolution of analytics is categorized by three distinct eras (i.e. 1.0, 2.0, and now 3.0), but a new era, Analytics 4.0 looms on the horizon. Before we are catapulted into the future, let us visit the present and past of analytics. As we will see in Analytics 3.0, the most successful companies incorporate data analytics into all aspects of their business processes to gain and sustain a competitive advantage. But such advances are very recent.