technology

6 Reasons for Including Customer Intelligence (CI) in Business Decision Making

One of the biggest business challenges in the 21st century is to fully live up to the promise of data-driven decision making. Companies invested a lot of money and resources in building data warehouses, customer data platforms, and data tracking strategies over the past years. But more often than not, this data is not used to its full extent. It is one thing to gather the data – and completely another thing to actually utilize it. Here are some major benefits of using customer intelligence (CI).