Customer Analytics Projects: Addressing Existing Problems with a Process that Leads to Success

Kolyshkina, I. and Simoff, S.

    This article explicitly outlines an approach designed to allow optimal utilisation of Analytics in the industry setting. The paper focuses on the key stages of the Analytics process that have not been identified in previous Analytics methodologies and draws on industry, consulting and research experience to show that correct design of the project trajectory can allow the industry to fully realise the benefits that Analytics has to offer. As the case studies provided demonstrate, it is often the skipping of key stages, especially the preliminary analysis stage, that are currently responsible for preventing success of an Analytics project. It has been shown how, using the outlined approach, project can achieve maximum effectiveness and business buy-in.
Cite as: Kolyshkina, I. and Simoff, S. (2007). Customer Analytics Projects: Addressing Existing Problems with a Process that Leads to Success. In Proc. Sixth Australasian Data Mining Conference (AusDM 2007), Gold Coast, Australia. CRPIT, 70. Christen, P., Kennedy, P. J., Li, J., Kolyshkina, I. and Williams, G. J., Eds. ACS. 13-19.
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