This IDC study provides an IDC PlanScape, or a decision-making tool for IT leaders and architects, to harness the power of analytics toward understanding and improving overall business outcomes. While many organizations have an idea of key business outcomes, such as "improve customer loyalty," most have no idea how to model or measure the metrics, KPIs, and CSFs that lead to "moving the needle" on those business outcomes. Management expert W. Edwards Deming is often misquoted as saying, "If you can't measure it, you can't manage it." What he actually said is: "It is wrong to suppose that if you can't measure it, you can't manage it — a costly myth." This misquote has led to measuring what is easy to count rather than measuring what is important to understand. A performance architecture helps to identify the important metrics and then creates a framework for easily and consistently collecting and analyzing that information to improve business outcomes. This study focuses on strategic architecture, IT strategy and governance, and big data and analytics."With the staggering increase in analytics power, and the significant drop in cost of these systems, IT is missing a huge opportunity to provide value to executive leadership," states Mike Rosen, VP, Research for IDC. "When you can provide executives with insightful information that they didn't have before, and that enables them to make better, faster decisions, the conversation changes from 'how are you cutting costs?' to 'how can you provide me with more?'"