Choosing a major field of study is important, and so is the selection of a specialized concentration that is aligned with an individual's career aspirations. In this paper, we explore a relatively newer concentration in the area of business, namely business analytics. The field of analytics has seen a rapid growth in recent years and enrollment in college degree programs in this area has also skyrocketed. The goal of this study is to understand the primary reasons that influence a student's decision to self-select a concentration of business analytics at a large public university. Moreover, we determine which factors are likely to have a significant effect on the performance of students enrolled in this concentration. The primary factors considered are individuals' bright and dark personality traits, self-perceived satisfaction in related courses, along with several background control factors. The major insights obtained from analyzing our data revealed a significant effect of certain personality characteristics on both students' concentration choice (extraversion, narcissism) and on performance (conscientiousness, emotional stability, narcissism). On the other hand, students' performance in foundational courses in the concentration and self-perceived satisfaction in the chosen concentration had no statistically significant effect on their performance.