Forbes: What are the biggest trends that you're seeing right now in business analytics?

Jeff Jonas: Well, one of the trends is organizations want to try to make sense of what's happening faster so they can make a better decision while somebody's on the Web page at the bank applying for a credit card, or while somebody's calling in and ordering products to a call center. They're trying to make a better decision faster.

Here's another example: Retailers hire people they've already arrested at the same store. For a large retailer in the U.S., two out of every thousand people they hired had already been arrested for stealing from the same store.

If you run analytics, let's say quarterly, once a quarter's going to tell you, "Hey, you shouldn't have hired these people?" You're like, "Couldn't you have told me before I hired them?"

OK, second trend: geolocation.

Yeah, so another trend is how things move turns out to be really valuable. So people stick little tags on prescription bottles to make sure counterfeit drugs don't end up in our supply chain. Now this is moving out into the food markets, so they can track how things are moving in the food market. And as consumers roam around and they're subscribing for services like Foursquare on Facebook, you can avoid people you don't want to hang out with because you can see where they're at.