Other planned activities listed include:
- Adding or improving database marketing systems
- Acquiring new customer and market analytics capabilities
- Personalizing multi-channel communications and customer touch points
- Individualizing print, email, text messaging, call center or Web interactions
- Building online customer communities and interactive channels
- Capturing more customer information via the Web and at point-of-sale
The insights derived from analytics must do two things, while indicating where you are not performing as expected they must also highlight alternative paths... The essense of optimisation.