Closed-loop analysis (CLA) is a formal business intelligence process intended to set business goals, monitor progress, assess impact or effectiveness and realign objectives as required. It becomes a real-time process when data is continuously collected and evaluated. The role of an enterprise portal is to serve as a dashboard for all the analytic and operational components in the mix.
CLA is not a new concept. It is an outgrowth of more traditional, analytically based strategic planning processes that operate on a much longer cycle. Planning cycles of a year or more were once the norm. In the case of a new marketing program, months might be dedicated to research, formulation of goals and program design. The program is then implemented and allowed to run for six months to a year. While the program is running, data is gathered and compared to expected results, generally on a monthly basis. At the end of the year, the program mangers evaluate the results and a decision is made: Does the program continue as is, is it tweaked, wholly revamped or abandoned?
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