Organizations have recently raised concerns on their data analytics capabilities. There are several motivations for this increased interest in data analytics, such as fulfilling regulatory requirements, increasing efficiency and reducing cost. However, the primary reason is focused on the identification of business opportunities.

The most typical questions include: • Are we maximizing the value from the data we currently have? • Are we missing business opportunities because we do not use our customer data? • What is the competition doing? • What are the best practices in the market?

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