Business analytics is the use of modern data mining, pattern matching, data visualisation and predictive modelling tools to produce analyses and algorithms that help businesses make better decisions.
Quickly understand "what happened" during a given period in the past and verify if a campaign was successful or not based on simple parameters like page views. About 35% of companies surveyed say they do this consistently.
Go deeper and get some insights from the data you have collected from users in order to understand "Why some things happened".
Essentially, you can predict "what will happen" if you keep things as they are.
Once you get to the point where you can consistently analyze your data to predict what's going to happen, you are very close to being able to understand "what you should do" in order to maximize good outcomes and also prevent potentially bad outcomes.