Big Data and Business Analytics

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Finding Big Value in Big Data:

Unlocking the Power of

High- Performance Analytics

Paul Kent, Radhika Kulkarni, and Udo Sglavo

Here’s a scenario that might be painfully familiar to many of you. You’re

the vice president of marketing for a major nancial services company—a

leading provider of consumer credit cards—and critical decisions must be

made. It’s late on a Monday aernoon and you’ve been locked in a confer-

ence room all day with your marketing managers, who have been hash-

ing out plans for the upcoming quarter’s demand- generation campaigns.

CONTENTS

High- Performance Analytics: e Opportunity and the Challenge ..........89

Pillar 1: ...