By no means have analytics transformed the way these organizations do business. Marketing, for example, may be identifying optimal customers or modeling demand, but the company still markets to all customers and creates supply independent of the demand models. Their analytical activities produce economic benefits but not enough to affect the company’s competitive strategy. What they primarily lack is any vision of analytical competition from senior executives. Several of the firms have some of the same technology as firms at higher stages of analytical activity, but they have not put it to
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