High-End analytics and data mining for sustainable competitive advantage

Abstract

In the rapidly changing business environment, with global competition and maturing markets, competitive advantage is extremely important. Furthermore, in most industries product differentiation is no longer a decisive edge over competition. Thus, there is fierce competition to find, grow and keep loyal and profitable customers, optimize processes, adapt quickly to rapidly changing environments, and discover actionable knowledge quickly as those are the only way to grow business and profitability. Transforming a product-centric organization into a customer-centric one to achieve the above objectives is another critical step. This talk will present vision, strategy, emerging technologies and analytics using which businesses can hope to obtain sustainable competitive advantage. The talk will also provide a synergistic perspective on strategy, organizational transformation, and technology enabled relationship management. Steps and strategies involved in a successful deployment of operational and analytical infrastructure along with a landscape of key business intelligence technologies will be presented. The talk will present many examples from targeted marketing, modern marketing and briefly discuss the future of marketing. © 2010 Springer-Verlag Berlin Heidelberg.