Process analysis is essential for any business change. As business analysts tackle this task, they often start with process flows. As processes grow more complex, so do the process flow diagrams. As we try to accommodate the needs of each persona, the processes get more intricate. As we collect more data, each new decision point contributes to making the process jungle denser and less penetrable.Embedded analytics allows to streamline the process while supporting decision-making in the context and in the moment. Business analysts can play a key role in this transformation – if they expand the scope of business analysis to embrace analytics.