Analytics gets a lot of attention these days. And it should. Additional business insight is really important to improve the customer experience and more and more to understand the on-line experience. And predictive analytics is really cool. But these exciting areas tell only part of the story. Analytics can also help improve content management and transactional business processes. The infrastructure and plumbing that keeps most companies afloat. Analytics can help consolidate archives, improve capture, classify documents, improve business processes, and enhance the value of packaged apps. In short, there is a strong analytics play just for better content management and process improvement but poorly deeloped use cases and better buzz in other areas tamps down the potential. But we shall hear more about this soon.