Marketing in the Driver’s Seat: Using Analytics to Create Customer Value

From data to impact: How analytics can create a competitive edge.

A new Harvard Business Review report shows that using data to improve the customer experience is a key part of creating a competitive advantage in today’s market.

HBR’s interviews with executives, academics and analysts showed that:

  • Companies that use multiple sources of data to capture the full customer journey generate up to 8.5X higher shareholder value
  • Nimble teams with customer experience at the center are vital to success.
  • Data is only the start: real differentiation comes from understanding this new information about customers and building the business around those insights.

There’s much more detail in the full report, “Marketing in the driver’s seat: Using analytics to create customer value.” You can download the report to learn more.

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