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Advanced analytics as a driver of business value
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Advanced Analytics isa collection of sophisticated instrumentsfocusedon Predictive and Prescriptive Analytics, aiming toleverage decision-making practices. Sinceitsprocess of business value creationand its intangible benefitsare still vague,the objective of this Work Project was to investigate how Advanced Analytics contributedto business value creation in intangible terms,through a case study analysis specifically concernedwithCRM activities.It was concluded that itcreates a sustainable competitive advantageby developingunique capabilities that are the foundations fora differentiated strategy, efficient internal processes,androbust evidence-based management, these benefits being moderated by an analytics culture.
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Advanced analytics Business value CRM activities Case study