Data Analytics is the extraction, reporting, analysis, interpretation and application of data stored in business software. Most accountants are proficient at analyzing data in financial software like MYOB, Xero and Quicken. However, we have found that there is an enormous amount of relevant and untapped data in the Customer Relationship Management (CRM) software. Up until recently, only big businesses had the capability of accessing and utilizing their CRM data. With the advent of better and cheaper software, CRM data is now more widely accessible.