We have all this valuable data about our customers, but we need to make better use of it.

This is the most common theme I hear on inquiry calls, at conferences, and in advisory sessions.  At this point, companies are fully aware that their data contains enormous value.  In fact, I like to think that data has a potential value much like the concept of potential energy in physics.  In physics, the conversion of potential energy to kinetic energy requires force.  In business, customer analytics is the Force that unlocks the hidden value in your customer data.

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