Don't make the mistake of thinking that "advanced analytics" is just "better analytics." It is a fundamentally different data-driven approach firms use to find new knowledge and insights about customers that they can't find using traditional approaches. Advanced analytics is not exactly new, but the momentum of big data and customer insights professionals' need to find deeper and more actionable customer knowledge puts the spotlight back on analytics. This report answers some of the most common questions that customer insights professionals need to know about the what, why, and how of advanced analytics.