Actioned Analytics Pave the Way to New Customer Value
Abstract
MIT CISR research indicates that analytics-based experiences and product features for customers pay off only when combined with aggressive tactics that all but guarantee that customer value materializes. Companies that do this well rely less on a sequential data-insight-action process and focus instead on interweaving insights and action activities to deliver actioned analytics to their customers. In this article, we describe three principles for actioned analytics.
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About the Authors
Barbara H. Wixom, Principal Research Scientist, MIT Sloan Center for Information Systems Research (CISR)
Gabe Piccoli, E. J. Ourso College of Business, Louisiana State University, USA & University of Pavia, Italy
MIT CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)
Founded in 1974 and grounded in MIT's tradition of combining academic knowledge and practical purpose, MIT CISR helps executives meet the challenge of leading increasingly digital and data-driven organizations. We work directly with digital leaders, executives, and boards to develop our insights. Our consortium forms a global community that comprises more than seventy-five organizations.
MIT CISR Associate Members
MIT CISR wishes to thank all of our associate members for their support and contributions.