A good piece on the problem. But ultimately it is ROI that talks. And making sure that decision makers get the word of what is happening. Before, during and after the work is done. Surprisingly that is often not done well. Segmentation is useful, but not the ultimate tool. Mentions a Bloomberg study on the topic. Of course every company uses analytics in some form, a spreadsheet or accounting report, its the depth and careful scope of application that is in question. Most are not using it in sufficient ways.
" ... According to a survey conducted by Bloomberg in 2011 (on companies exceeding $100 Mn in revenues), 97% of these companies have embraced Analytics in some form. However, only one in four organizations believes its use of business analytics has been “very effective” in helping to make decisions.
This gap in investment and desired results might be higher in developing markets like India. While, there are bunch of reasons which contribute to this gap, one of the key reason contributing to this gap is effective customer management. ... "
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