English to French Marketing Marketing

Je n'ai pas de contexte, car ce mot apparaît dans un schéma. Mais je peux vous donner des définitions glanées sur le web, qui correspondent à ce que je recherche. Quel serait le nom français de cette "activité"?

* Business analytics is how organizations gather and interpret data in order to make better business decisions and to optimize business processes.
*Business Analytics focuses on effective use of data and information to drive positive business actions. The body of knowledge for this area includes both business and technical topics, including concepts of performance management, definition and delivery of business metrics, data visualization, and deployment and use of technology solutions.