Making use of analytics: Gartner analysts offer tips on how to use business intelligence.

CRM Magazine, May, 2005 by Britt, Phillip

Analysis is an increasingly important part of CRM, yet it's misunderstood by many executives, according to Gartner analysts at a recent Gartner BI conference. Companies often fall short in their analysis attempts because they're unsure how to start, how to determine what should be measured, or whether or not data mining is required.

Part of the problem is that the growing number of automated channels provides exponentially more data. The data is growing faster than the ability to analyze it--and the ability to analyze it is growing nearly twice as fast as the ability to use that ...