Businesses collect huge amounts of data about customers.
That's where analytics comes in. Analytics tools create information using data garnered from a number of customer touch points, both online and off-line. Combining demographic data with sales information extracted from customer purchase records can answer questions like how purchases vary by demographic group. Customer service information from call centers and other service touch points can shed light on the nature of service calls and the true cost of a customer. Online activity records can answer a variety of questions about particular groups of customers, such as what they buy, what pages they tend to visit on the site, and what their tastes are.