Many Kinds of Analytics, One Approach to Maximize Their Value

SOURCE:  James Taylor

Working with clients it is clear that the interest in analytics has never been greater than it is today. Yet there is still confusion about what analytics means. We have web analytics to analyze logs and clickstream data to optimize websites; data mining and predictive analytics to analyze structured data to segment customers and to determine how likely something is to be true in the future; text analytics to analyze unstructured data and social media. All these approaches are useful if they are applied the right way and increasingly only if they are integrated.

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