We study how the cost of data analytics and the characteristics of investors and investment opportunities affect investment decisions and their data analytics. We show that the falling cost of the data analytics raises investors’ leverage, financially constrained or highly risk averse investors use less data analytics, and the demand of data analytics is highest with high expected return opportunities. Due to the increased leverage, the falling cost of data analytics leads to higher losses during the crises. This is a joint-work with Jussi KEPPO and Hong Ming TAN.