Leveraging analytics within the operations of your business seems like the next natural step for customer intelligence. Taking analytics out of the back office and automating tactical decision-making should help drive a positive experience for both the organization and the customer.

However, embedding analytics within the customer experience is strategically and technically complex. Integrating the information and deriving the insight to serve in real time creates new challenges for the technical infrastructure. Possibly even more painstaking is defining the right situation, model and vehicle to deliver analytics in order to make an impact on the customer experience. Several challenges seem extremely ominous, especially those around loyalty. How do you reward customers when their consumption is inversely proportional to your company's profit? How can you generate loyalty if you have nothing to offer?

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