Taking the Lead: Business analytics and intelligence are critical for marketing success in today’s disruptive environment

Taking the Lead: Business analytics and intelligence are critical for marketing success in today’s disruptive environmentTaking the Lead: Business analytics and intelligence are critical for marketing success in today’s disruptive environment

It’s all about you—In today’s information-rich environment, you can access Netflix and find incredibly specific recommendations for movies and TV shows you might like based on your viewing history. When you shop on Amazon, you can browse books, clothing or household items that are unique to your shopping behaviors. The vast majority of retailers will use big data to identify whether you might be a recent college graduate, a mom, a global traveler, etc. and then push promotions, products and services that are designed to achieve high conversion rates on products you might want.The new reality is that having BI and BA is no longer a luxury, but a necessity in a world where fintech startups are starting to steal wallet share away from banks and credit unions.