Strategies and solutions for customer analytics.

Marketing departments have often functioned on gut feelings, intuition and qualitative information-gathering in the form of anecdotal reports from customer-facing employees. Visibility into customers' transactional purchases behavior is provided through operational reports, while Web, store and call center interactions provide behavioral information. Triple pressures such as the need to: grow revenue, optimize budgets and resources, and to identify and invest in one's most profitable customers have driven organizations to seek a better balance between "art plus science."