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ANALYTICS AND BUSINESSPERFORMANCE
Transforming the Ability to Compete on Analyticsinto a Lasting Competitive Advantage
IN THE 1980S, TWO FINANCIAL services consultants, Richard Fairbank and Nigel Morris, identified a major problem in the credit card industry, as well as a potential solution. The problem was that the industry lacked a focus on the individual customer, and the solution came in the form of technology-driven analytics.
Fairbank and Morris believed that insights from data analysis would enable a company to discover, target, and serve the most profitable credit customers while leaving other firms with less profitable customers. ...
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