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Win with Advanced Business Analytics: Creating Business Value from Your Data by Jesse Harriott, Jean Paul Isson

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DATA SOURCES AND LOCATIONS

The simplest way to think about the data you will use for business analytics is that the data will be from either an internal or an external source. Look at Exhibit 4.3 and the sample types of data you might use, and it becomes fairly clear which would be considered internal (compiled from inside your company) and which would be considered external (compiled from outside of your company). Most internal data are inherent to an organization or derived from its infrastructure. For example, enterprise data warehouse, CRM history, orders management and billing systems that include Web data or transactional data would be examples of internal data. External data, in contrast, can be purchased from outside vendors and can include information such as

Exhibit 4.3 Example of Data That Can Be Valuable for Business Analytics

Web traffic Mobile traffic Sales operations data (talk time, number of calls, performance by rep, etc.)
Customer loyalty Market share and wallet share Web search keywords
Website satisfaction Competitive intelligence E-mail open rate and conversion
Product performance New and returning customers: # and $ Product satisfaction
Sales Economic trends Market size/opportunity
Win-loss by channel Customer focus group results Media mentions/sentiment
Brand awareness and equity Customer lifetime value Revenue
Website and product usability metrics Advertising copy testing Concept test results
Customer demographics Satisfaction with service ...

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