As long ago as 2008, the Royal Shakespeare Company in the U.K. saw a 50 percent increase in ticket sales at one of its theaters following an investment in an analytics program that helped it identify specific audience segments for targeted marketing campaigns.
Since then, businesses have been continuously adopting data-driven decision-making, applying analytics tools for forward-looking insights. A recent Accenture study, for example, found 33 percent of companies now use analytics for predictive purposes, up from 12 percent in 2009. Turning Data into Money
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