哈佛商业评论（HBR）：解锁客户洞察力和推动客户体验（英文版）（16页）.pdf

1、Sponsored by Pulse Survey REAL-TIME ANALYTICS The Key to Unlocking Customer Insights accessible and usable data; the ability to predict, optimize, and forecast using trusted algorithms; and organizational support for experimentation. However, the survey reveals sizable gaps between the importance of

2、 these key capabilities and how successful companies have been in achieving them. FIGURE 5 “There is a mandate from the top down to be able to perform real-time analytics FIGURE 5 THE IMPORTANCE AND EFFECTIVENESS OF REAL-TIME CAPABILITIES This graphic shows the percentage of respondents indicating t

3、hat each factor listed is very important in creating a foundation for real-time customer analytics and customer interactions, followed by the percentage saying their organization is successful in achieving it IMPORTANCE SUCCESS The ability to translate data into actionable insight at the optimal tim

4、e Data accessibility (right data to right people at the right time) The ability to access and use all available data (e.g., customer activity) in a seamless fashion The ability to predict, optimize, and forecast using trusted algorithms Organizational support for experimentation The ability to add/e

5、nhance data with new sources The ability to deploy proven analytic models and test new ones The ability to incorporate results into updated algorithms to provide closed-loop marketing Rapid prototyping/testing of analytical models 83% 22% 80% 21% 73% 18% 64% 19% 61% 23% 61% 19% 60% 17% 59% 14% 55% 1

6、5% SOURCE: HARVARD BUSINESS REVIEW ANALYTIC SERVICES SURVEY, MARCH 2018 5Harvard Business Review Analytic ServicesPulse Survey | Real-Time Analytics: The Key to Unlocking Customer Insights faster decision making; and improved collaboration between marketing, sales, services, and operations. FIGURE 1