Analytics Isn't New, But the Latest Version Does Require a New Understanding

There have been times when analytics looked like a sure solution to many company ailments. Analytics, however, failed to break through because there was always something sexier and easier to understand coming out at the same time.

Years ago, analytics suffered from the reality that you needed a Ph.D. in statistics to really appreciate the stuff. Most companies have very limited supplies of doctoral candidates. They have many more sales people who need leads, so in the showdown between analytics and CRM, analytics always lost.

For analytics to be successful this time - and we really need it to be successful - several things have to fall into place.

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