Business Intelligence Lowdown: Analytic Applications

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December 08, 2005

Analytic Applications - the Face of the Future

The transformation of the use of analytic applications is indicative of a larger transformation in the way business and customer intelligence solutions are being used. They are critical to business - they help analysts and decision-makers provide the insight necessary to solve important business problems. Companies need customer intelligence to figure out who their customers are, what they need, and when they need it, and companies need business intelligence to respond and deliver effectively to their customers. The two disciplines are interlinked. Analysis techniques will continue to drive innovation.

Analytic applications provide CRM and CI solutions with various key capabilities such as the ability to quantify the value of the Customer Interaction, the ability to help qualify customer information, and the ability to set thresholds to trigger rules and events. Analytic applications can also be used alongwith CI and CRM solutions to sort and qualify customer information. Analytic applications are now becoming services, rather than standalone enterprise software applications. It is increasingly being acknowledged that customer intelligence equals business intelligence. Another point to note is that metrics have been and will continue to be more strategic than tactical. In the future, analysis techniques, not measures, will drive automation and innovation in product offerings.
CRM Today reports:

In B2B commerce the complexity of decision-making mitigates the need to balance an understanding of the customer's needs and role in the decision-making and business processes with an understanding of the operational activities and business processes. This is where CI and BI become symbiotically linked. Companies need to understand who's making the key decisions (CI) as well as how to make the right decision (BI).

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December 8, 2005 in Business Intelligence | Permalink