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Topics and Objectives:
Customer data by itself is not very useful. Marketing analytics are needed to turn the data into insights.
Required Readings:
Marketing Analytics to the Rescue: The Next Big Thing? DM Review, 2003.
Analytical Life Stages: Using Loyalty
Analytics to Grow from Data Infancy to Adulthood, DM Direct, 2004.
These are two brief articles from trade publications that I included because they make two important points: (1) that raw data itself isn't
enough - analysis is needed to turn the data into insights, and (2) that you don't have to start with the most sophisticated analysis - instead you can start small (the 'toddler' stage) and progress to more
advanced analyses.(through adolescence and into adulthood).
Mastering Analytical Marketing Initiatives, Defying the Limits,2004
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