The advent of big data has given a big boost to the data analytics discussions, especially in the revenue cycle and the arena of customer behaviour. Data analytics and continuous monitoring of financial and operational processes is also a key area for financial control & compliance units as well as in the broader risk & assurance domain. This article explores this topic and addresses the detective, preventive and even predictive nature of data analytics in finance processes. Explore the case for action and discover the different focus between subelements of Continuous Controls Monitoring (CCM) and Continuous Transactions Monitoring (CTM).