Customer-centric framework: The missing link between data and business value

Jenna Martinez
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Jenna Martinez: Professional Services Consultant, Adobe, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 4, 345-354

Abstract: As enterprises continue to evolve their data-driven strategies, many decision makers are required to draw conclusions based off data and advanced statistical analyses. Despite organisations’ increased access to valuable data and use of sophisticated data models for analysis, many decision makers feel they are not informed enough to make critical business decisions. The complexity and intricacy of consumer data and analytics represents a major challenge in implementing customer-centric data strategies across an organisation. By shifting towards analytical-based actions and a customer-centric framework, an organisation can deliver more responsive and personalised customer experiences that drive greater business value.

Keywords: actionable insights; data-driven; data; management; analytics; innovation; data-driven decision making (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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