In a world of exponentially growing levels of data where organizations need more insights, both in terms of volume and depth, advanced analytics is at the forefront of driving value. Such analytics reveals hidden patterns and linkages, informs predictions, and discovers opportunities. The more advanced and expansive are the analytic methodologies and capabilities, the greater the potential utility of the results. At the other end of the sophistication spectrum, basic analytics has more limited value in more limited domains, for example, when scoring customers, fueling dashboards, and defining and tracking toward goals. The general understanding within our industry is that advanced analytics is better than basic analytics, as long as advanced analytics can be generated at scale and in a timely manner.
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