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Building an Insights Engine
van den Driest, Frank; Sthanunathan, Stan; Weed, KeithArticle HBS-R1609E-EMarketingThe most successful companies don't just have good products and strong distribution systems--they have a deep understanding of customers. That naturally requires lots of marketing data, but the authors say it also takes an "insights engine"--a set of structures, people, and processes that can translate data into actionable strategy. How do high-performing organizations achieve this kind of customer centricity? Extensive research by the lead autho...Starting at €8.20