Chapter 12 - Chapter 12 Overview Chapter twelve describes...

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Chapter 12 Overview Chapter twelve describes how customer analytics can be used to drive deeper customer strategies within the business. Analytics, previously known as Data Mining are terms used to describe the process of extracting customer data from all the various company databases to analyze and determine opportunities and trends. They help the business more accurately describe their customer segments and predict the current and future value of these customers. No matter how big or small the amount of data a business has, it can determine a measurement of value using mathematical models and advanced analytical tools. This allows companies to make more informed and smart decisions based on the data they know about their customers. Topic of Interest 1 One topic of interest for me in this chapter was the concept that analytics is not a technology - it is a business process described on page 358. This is often misunderstood because those involved in analytics absolutely use technology. They use advanced feature sets in sophisticated applications. They
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