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The Decision Factor offers insightful comments and observations on analytics—from views on new technology approaches and market dynamics to the latest industry trends driving demand for faster, smarter information analysis. This blog contains personal views, thoughts, and opinions from SAP employees, mentors, and friends working in the area of analytics. It’s not endorsed by SAP nor does it constitute an official communication of SAP.

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Cross-Channel Customer Intelligence Makes Big Data Actionable

Man paying with credit card at grocery store

What if you knew exactly who your customers were, what products they wanted, and when they were most likely to purchase them? It would have a huge impact on your marketing and sales strategy and execution!

We now have an unbelievable amount of data on every customer. Each of these data sets opens up a new window on a customer and reveals insights before, during, and after the purchase cycle. But most companies lack the right data, unified platform, or mathematical expertise to accurately predict customer behavior from all this data.

Fundamental new tools and techniques have recently emerged that …