About this paper
Identifying the best technology to improve marketing performance is a complex decision, especially for a growing marketing organization. Deciding where to spend valuable capital should be based on the greatest opportunity for gain. In the current marketing environment, the greatest opportunity is in analytically enabled marketing. This paper focuses on the taking the first step toward creating a valuable customer analytics program – understanding the customer. Regardless of company size, organizations that decide to begin embracing analytics will, by default, find their biggest gains here. This is a prerequisite to becoming an analytically driven marketing organization.