A key issue, often forgotten by vendors of the vast array of data analysis, mining and statistics tools, is that the answers to the business questions are not all to be found in the raw data.
There are many valuable answers embedded in the market and customer knowledge of the experienced business analyst. The key to successful understanding of customer behavior, and
how to predict and influence it, lies in bringing together the great value in the marketer’s knowledge with the great potential value in the customer database.
The problem for data aware organizations, many of whom will have already created their Data Warehouse or Marketing Data Mart, is how to ensure that they get maximum value from both data and human resources.
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