There is a great deal of discussion right now about advanced analytics, predictive analytics and in-database analytics. What are these? How does advanced analytics (which we take to include, but not be limited to, predictive analytics) differ from normal analytics? Why should you care? If you are interested in what it can offer, why might you want to implement inside a database (data warehouse) rather than conventionally? Moreover, if that is the case, what should you do about it and what sorts of facilities and capabilities should you be looking for from vendors? These are the questions we are going to seek to answer in this paper, with specific reference to the capabilities provided by Sybase IQ. However, before we discuss the advantages (or otherwise) of enabling advanced analytics through in-database processing, we need to understand analytics within a business context.