In today’s tough economic times, companies are striving to improve sales, marketing, and service efficiency and effectiveness to drive profitable revenue growth. Executives are realizing that to gain a competitive advantage, they need a holistic view of the business instead of managing it in functional silos. Equally important is making sure the chosen application also meets the needs of both the business user and IT—some of which I’ll cover here.

The Business-User Perspective of Customer Analytics

Business users need customer analytic applications that:

Combine data from different functional silos …
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