Decision Science & Customer Analytics

Hypatia Research, LLC, November 2008, Pages: 30

Information is the currency that companies have used for competitive advantage in business since the earliest beginnings of barter negotiations and commercial commerce. Success in barter commerce often depended on knowledge of sources of food, labor or materials that could be exchanged. In today’s highly competitive global economy, knowledge of consumer and business behavior, socio-economic, lifestyle and/or demographic information, can be transformed through information analysis[1] [Known as Decision Analytics, Marketing Science or Customer Analytics in North America] into actionable insight. It is this insight that provides key decision-making support to companies that seek to enhance profitability and/or gain a competitive business advantage.

Executive Summary
- Competitive Advantage or Necessary to Compete?
- Customers Create the Information Businesses Purchase & Use
- Building the Business Case for Information Analysis Market Entry
- Market Opportunities

Chapter One: Information Sources & Services
- Capture, Analysis & Utilization of Customer Information
- Sources of Business Information
- Sources of Consumer Information
- Competitive Advantage or Necessary to Compete?
- Current Vendor Landscape: Major Players

Chapter Two: Business Requirements & Industry Usage
- Building the Business Case for Investment
- America Online, Inc.: Case Study
- Wal-mart: Case Study
- Oracle: Case Study
- Categories of Information Analytics/ Decision Science Services
- Companies that Invest in Information & Decision Science Services

Chapter Three: The Three P’s: Partnership, Packaging & Pricing Models
- Partnerships & “Quid Pro Quo”
- Pricing & Packaging of Solutions & Services

Chapter Four: Summary
- Standing Out in a Crowded Vendor Market
- Conclusion

Appendix A: Research Methodology

- Acxiom
- ACNielsen/Claritas
- Dow Jones/Enterprise Media Group
- Dun & Bradstreet/Hoovers Online
- Experian
- InfoUSA/Donnelly Marketing
- IMS Health
- Information Resources, Inc.
- Lexis Nexis
- Business Objects
- KXEN
- Informatica
- Oracle
- SAS
- SPSS
- Teradata

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