It is a common practice to relate an advanced analytical model with a specific business question. Classical examples include segmentation models and predictive models. While there is nothing wrong with this practice, it is increasingly more difficult to do.

Get a fresh perspective with The WAR Analytical Framework (Wallet Share Improvement, Acquisition and Retention). It is a general approach that allows customer intelligence departments to organize their modeling efforts to accomplish core marketing objectives. The framework is based on a hierarchical structure that actually relates core financial objectives, core marketing objectives, business questions, advanced analytical models, statistical analysis, statistical techniques and data types.

You will discover:

How to use advanced B2B analytics in a pragmatic way

Which analytical models are minimally necessary to accomplish core marketing objectives

How to connect marketing strategy and operations using advanced analytics as a bridge