In this ever more complex interconnected business environment, where organisations are faced with multiple pressures and seeking to do more with less, marketers are faced with finding ways to proactively interact with customers based on reliable and timely customer value metrics. Achieving the kind of flexibility and continuous improvement required means harnessing the disciplines of business intelligence and customer analytics.
Where business intelligence focuses on operational and management analysis and reporting to understand more effectively how the business is performing against KPIs and other important business targets, customer analytics, on the other hand, focuses on understanding how the business is performing relative to competitors in the market.
Together, these powerful tools are designed to synergistically aggregate data not readily available across the whole organisation to enable informed, flexible, intelligent and real-time business decisions to be made more easily.
Oakton has advised many organisations to develop their strategies for continuous improvement in the analysis of customer analytics, improving customer retention and acquisition rates to increase their share of their most valuable customers.