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Management Journal Article hero
Management Journal Article

Actioned Analytics Pave the Way to New Customer Value

The more companies deliver actioned analytics, the more they can measure, monitor, influence, and drive real value creation.
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.

About the Authors

Profile picture for user gpiccoli@lsu.edu

Gabriele Piccoli, E. J. Ourso College of Business, Louisiana State University, USA & University of Pavia, Italy

MIT SLOAN CENTER FOR INFORMATION SYSTEMS RESEARCH 

Founded in 1974 and grounded in the MIT tradition of rigorous field-based research, MIT CISR helps executives meet the challenge of leading dynamic, global, and information-intensive organizations. Through research, teaching, and events, the center stimulates interaction among scholars, students, and practitioners. More than ninety firms sponsor our work and participate in our consortium. 

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