This report provides a critical analysis of Reckitt Benckiser's adoption of big data and business analytics. It examines the company's current position, strategic initiatives, and key business decisions, including the acquisition of MJN and the sale of its food business. The report highlights the role of big data in empowering employees, improving performance, and driving revenue growth, with a focus on the use of Microsoft Power BI and Azure. It also discusses the drivers supporting these initiatives, such as product innovation, organizational culture, and environmental sustainability. Furthermore, the report offers recommendations for analytics deployment, emphasizing the importance of a business analytics model for successful implementation. Overall, the report offers a comprehensive overview of Reckitt Benckiser's approach to leveraging big data for competitive advantage and improved decision-making. The report also highlights the challenges faced by the company, like cyber attacks, and the actions taken to mitigate them.