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Creating Customer Value Using Analytics

Title Author(s) Type Topic(s) Comments Date
Creating Customer Value Using AnalyticsWixom, Barbara H.
Sch├╝ritz , Ronny
Research BriefingAssessing and Communicating IT Value
Data Management, Analytics, and Use
Digital Innovation
Abstract: Companies create customer value with analytics by wrapping them around core offerings to reinforce, streamline, or enrich the usage or experience of the offering; companies can apply data wrapping to any customer touchpoint. Regardless of where data wrapping falls along the customer journey, two key capabilities are required to generate customer value: analytics and customer intimacy. These capabilities allow companies to create wrapping that is tailored to the customer and automated.

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