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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