Enhancing insight discovery by balancing the focus of analytics between strategic and tactical levels

@article{Cooper2006EnhancingID,
  title={Enhancing insight discovery by balancing the focus of analytics between strategic and tactical levels},
  author={Tim Cooper},
  journal={Journal of Database Marketing & Customer Strategy Management},
  year={2006},
  volume={13},
  pages={261-270}
}
An insight at a strategic level can change an industry, but most marketers/analysts are more micro-focused; insights at a tactical level are more typical and incremental advantages over competitors are the norm. Since the only real source of competitive advantage is learning faster than competitors and then implementing the learnings, deciding where to focus is crucial. The dominantly micro approach considerably limits how companies view the benefits of data and, thus, how it is used – in turn… CONTINUE READING
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