Alternative marketing thinking


Analytics As A Competitive Advantage

In one of the must read stories on HBR, Competing on Analytics, Professor Thomas H Davenport and Don Cohen look at the changing nature of business and what, amidst parity on most parameters amongst competition, companies are doing to be better. The data that companies generate can be a source of competitive advantage. While on one level this idea may not be new (the financial services industry has been using data and data analytics for decades) it is how new uses for data are being found. According to the story, AC Milan, one of Europe’s leading football teams, uses predictive models to prevent player injuries by analyzing physiological, orthopedic, and mechanical data from a variety of sources. English Premier League’s Bolton Wanderers is also known for its manager’s use of extensive data to evaluate player performance and team strategies. For anyone interested in understanding the power of data and how businesses and even life can benefit from it, this is the story to read. Here is a handy PDF


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