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Topics and Objectives:
Customer data by itself is not very useful. Marketing analytics are needed to turn the data into insights.
Required Readings:
Marketing Analytics to the Rescue: The Next Big Thing? DM Review, 2003.
Analytical Life Stages: Using Loyalty
Analytics to Grow from Data Infancy to Adulthood, DM Direct, 2004.
These are two brief articles from trade publications that I included because they make two important points: (1) that raw data itself isn't
enough - analysis is needed to turn the data into insights, and (2) that you don't have to start with the most sophisticated analysis - instead you can start small (the 'toddler' stage) and progress to more
advanced analyses.(through adolescence and into adulthood).
Using Customer Analytics to Drive Revenue, Defying the Limits
Interviews with companies using customer analytics reveal:
(1) which analytics drive revenue growth
(2) where analtyics generate cost savings
(3) 'Hiccups' and best practices
Optional Readings:
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