Edwin van Unen is Principal Analytics Consultant at SAS Institute in the Netherlands, where he advices customers how to use Analytics in their Business Processes. Edwin has a Master Degree in Operations Research at TU Eindhoven and worked in several management and consulting roles at KPN Research, Essent, TNO and as an independent consultant as well. As of 2012 he is concerned with the application of Business Analytics using SAS software in several organizations and more specific the capabilities of Machine Learning and Optimization to create value with Big Data and to operationalize Analytics in Business processes. He advices organizations how to start with Analytics and how to grow towards a mature analytical driven company. Edwin is a regular speaker at seminars and postdoc education.