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Analytics by Shawn Rogers, John Thompson

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CHAPTER 1 Competitive Advantage Stemming from Analytics

“Where is the knowledge we have lost in information?” – T.S. Eliot

While working for one of the early startups focused on business intelligence and data warehousing, I (Thompson) had the opportunity to work on the project described below. It was exciting and exhilarating; it was the first time I had a seat at the table when decisions would make or break a career or careers, and sink or accelerate the launch and subsequent fate of a new product line. Much was at stake.

Executives at a large multinational company recognized a significant market opportunity in their home country. Their understanding of the home market stemmed from a long operating history, but the firm’s state-conferred ...

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