This short paper describes research in the space of Identity Analytics that is helping decision makers (e.g. CIOs/CISOs) reason about choices of identity controls. We present an approach of using modeling and simulation to explore the effects of different identity controls on security and business outcomes. More specifically we present a case study on "collaborative data sharing" showing how the methodology can be applied to understand the trade- offs around centralizing identity management and educating users. This case study shows how simulation and modeling enhance decision making around identity management, along with its impact on data security.