The current Baseline Mag has a lengthy article on Business intelligence and analytics, with some useful integrated case studies.
' ... In a world that’s awash in data, assembling the right information about customers and business conditions has never been more difficult. It’s a paradox that Jay Dittmann, vice president of marketing strategy at Hallmark Cards in Kansas City, Mo., knows all too well. Having 13 million loyalty program members who purchase thousands of different greeting cards and other items makes tracking trends a daunting proposition. “There are mountains of data to sift through and limits to our marketing budget,” he explains ... '
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