Big Data and Advanced Analytics: success stories from the front lines
December 2012
Jonathan Gordon, Manish Goyal, Tim McGuire
$50 billion. That’s about how much marketers are spending on Big Data and advanced analytics (according to a BMO Capital Markets report) in the hopes of improving marketing’s impact on the business. This commitment reflects a belief that big data and advanced analytics can transform business. While, at times, the promise has fallen short of the reality, some companies are already seeing significant value. Recent academic research found that companies that have incorporated data and analytics into their operations show productivity rates 5 to 6 percent higher than those of their peers. Now is the time to define a pragmatic approach to big data and advanced analytics that is rooted in performance and focused on impact (see “Making advanced analytics work for you.”) Here are four stories “from the front lines” that illustrate how companies have used advanced analytics to deliver impact.
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