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Want better analytics? Start asking 'crunchy' questions

by Dashboard Insight, Dashboard InsightThursday, December 5, 2013

Are you asking the right questions in order to optimize you analytics? Search CIO provides you with the questions you should be asking in order to get better analytics:

John Lucker hasn't applied for a new credit card in 20-plus years. But in the last three he has received more than 300 offers from banks, hotel chains, affinity groups -- you name it. It's a tactic sometimes called spray-and-pray marketing, and it's "pretty old science," Lucker, consultant with Deloitte Consulting LLP, said during a Harvard Business Review webinar on leveraging customer data.

If the companies spraying him with offers had analyzed his past and present behavior -- how often he applies for a credit card or how he interacts with their businesses -- they could have predicted his response and saved their prayers for a more likely customer. Lucker's personal experience has convinced him that rudimentary practices like this need to be refined. CIOs, it's time to help your marketing departments implement better analytics.

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