In the context of decision making within an enterprise, Data Analysis and Data Analytics are one and the same.

A lot has been discussed on data analytics vs data analysis and I would also like to summarise my analysis using a pictorial representation and an interesting story.

Example: The Story Of The Witty Fruit Seller
On the 1st street of Karol Bagh, there was a Fruit seller, Kush having a variety of fruits in his driving cart along with his fellow vendors . Ram, a regular customer of Kush,  noticed Kush's absence for a while! One fine day he spotted Kush on the 3rd  street. Surprised to find him there , he asked him why he changed his location. Kush said once from his old parking place, he noticed an expensive car parked few streets away. Intrigued , he went to observe this street and noticed that people were having bigger cars and were dressed better. And there were no other fruit vendors. He compared the case with the 1st street people who were living a simpler life and haggled a lot always. Also because 1st street was having  more competitors, he decided to shift his location to 3rd street. Lo and  Behold! In a few days his sales multiplied by ten folds!

We can derive the point that Kush, a simple fruit seller, having just 1 store(his cart), 1 product(fruits) and 1 market(his locality) used sophisticated analytics techniques called customer profiling, demographic segmentation and competitive analysis to make Strategic decision for his business. He analysed the behaviour of his customers and competitors, identified a niche and established himself as a value provider.

So the insights of my understanding is that Data Analytics encompasses Data analysis which helps an enterprise in decision making. Moreover  data analytics does not always have to use statistical methods. Keen observation of the available data also helps in analysing to make a better decision.