One company that is actively promoting the power of analytics and intelligence is Cary, N.C.-based SAS Institute. It is now actively running a campaign, dubbed "Competing on Analytics," that features management guru Tom Davenport. The campaign is designed to entice prospects with a promise that left-brain, analytical approaches might differentiate them and drive revenue growth.

Davenport, who has been named one of the most influential consultants by Consulting Magazine, is a recognized thought leader for his work in knowledge management, business process reengineering and the economics of attention (to mention a few of his works). Now, he has turned his attention to the power of analytics as a force for competitive differentiation. In fact, Tom tells me that his recent piece on the subject in Harvard Business Review has generated more reader comments and feedback than any other article he has ever written.

One wonders whether the interest in this sphere might fade a little bit, though, now that the economy has revived. Seems like companies get most interested in number crunching during downturns, and mostly because they are weighing an M&A deal. Hopefully, such campaigns can help fuel investment in the analytical realm.