Summary
B2B and B2B2C companies have focused their analytics programs on either customer insights (CI) and revenue or cost optimization and operations. This made sense in years past, when firms could focus on a single source of advantage — such as growing faster or being more efficient. But shifting trends in the market mean that CI pros at B2B and B2B2C firms need high levels of analytics competency on both sides of the house. This report discusses how B2B and B2B2C firms need to apply four categories of analytics: customer and consumer; revenue growth; cost control and optimization; and operational.
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