Nowadays everyone is talking about data & analytics. Executives are figuring out how to turn it into value, researchers are writing huge numbers of papers about it and students are enrolling in massive numbers in data science programs. This would lead to believe that data and analytics area recent phenomenon. Indeed, there are convincing reasons that show analytics is more important and relevant than ever. However, the underlying idea of analytics – the urge to understand the nature of our reality and to act accordingly – is as old as humanity itself.