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Practice paper

Customer-centric framework: The missing link between data and business value

Jenna Martinez
Applied Marketing Analytics: The Peer-Reviewed Journal, 7 (4), 345-354 (2022)
https://doi.org/10.69554/LDCR8648

Abstract

As enterprises continue to evolve their data-driven strategies, many decision makers are required to draw conclusions based off data and advanced statistical analyses. Despite organisations’ increased access to valuable data and use of sophisticated data models for analysis, many decision makers feel they are not informed enough to make critical business decisions. The complexity and intricacy of consumer data and analytics represents a major challenge in implementing customer-centric data strategies across an organisation. By shifting towards analytical-based actions and a customer-centric framework, an organisation can deliver more responsive and personalised customer experiences that drive greater business value.

Keywords: actionable insights; data-driven; data; management; analytics; innovation; data-driven decision making

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Author's Biography

Jenna Martinez graduated from Cornell University in 2019 with a BS in communications, focusing on information technology. She currently works for Adobe Consulting Services, specialising in analytics. She is also currently studying for a Masters in applied intelligence, with a focus on business intelligence, at the School of Continuing Studies at Georgetown University.

Citation

Martinez, Jenna (2022, March 1). Customer-centric framework: The missing link between data and business value. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 4. https://doi.org/10.69554/LDCR8648.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 7 / Issue 4
© Henry Stewart
Publications LLP

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