CHAPTER 1
Introduction
This first chapter provides guidance about the opportunities of customer analytics, given the strategic objectives and the maturity of the information systems in your organization. It also introduces the basic terms used in the rest of this book, including the term “customer analytics,” and how it deviates from terms such as “business intelligence” (BI) and “customer intelligence.” Like business intelligence and business analytics (BA), however, customer analytics is part of the same discipline called information management, a term that also is investigated further.
This chapter also discusses different types of information, which are grouped from a process perspective. There is also a section introducing process management. Finally, the chapter discusses what segmentation is, including the strengths and weaknesses of segmentation based on input from data warehouse (DW), questionnaire, and subject matter experts.
