References

1. S. Ransbotham, D. Kiron, and P.K. Prentice, “Beyond the Hype: The Hard Work Behind Analytics Success,” MIT Sloan Management Review, March 2016.

2. S. Liss, “Amazon Gains Wholesale Pharmacy Licenses in Multiple States,” St. Louis Post-Dispatch, Oct. 27, 2017.

3. M.J. de la Merced and R. Abelson, “CVS to Buy Aetna for $69 Billion in a Deal That May Reshape the Health Industry,” The New York Times, Dec. 3, 2017.

4. S. Ransbotham, D. Kiron, and P.K. Prentice, “The Talent Dividend: Analytics Talent Is Driving Competitive Advantage at Data-Oriented Companies,” MIT Sloan Management Review, April 2015.

5. Maturity categories are based on how respondents answered two questions about the extent to which their organizations use analytics to gain a competitive advantage and innovate.

6. L. Winig, “A Data-Driven Approach to Customer Relationships,” MIT Sloan Management Review, October 2016.

7. S. Parakilas, “We Can’t Trust Facebook to Regulate Itself,” The New York Times, Nov. 19, 2017.

8. T. Mennesson, “The Coming Consumer Data Wars,” MIT Sloan Management Review, August 2017.

About the Authors

Sam Ransbotham is an associate professor in the Information Systems Department at the Carroll School of Management at Boston College, as well as guest editor for MIT Sloan Management Review’s Data & Analytics Big Ideas initiative.

David Kiron is the executive editor of MIT Sloan Management Review.

Contributor

Allison Ryder, senior project editor, MIT Sloan Management Review

The authors conducted the research and analysis for this report as part of an MIT Sloan Management Review research initiative sponsored by SAS.

To cite this report, please use:

S. Ransbotham and D. Kiron, “Using Analytics to Improve Customer Engagement,” MIT Sloan Management Review, January 2018.

Acknowledgments

Kathy Ball, data management manager for exploration and production analytics, Devon Energy Corp.

Riccardo Baron, vice president and senior quant analyst and casualty modeler, Swiss Re AG

Bruce Bedford, vice president of marketing analytics and consumer insights, Oberweis Dairy Inc.

Teddy Bekele, vice president of agriculture technology, WinField United

Lori Bieda, head, Analytics Centre of Excellence, Personal and Business Bank, Canada, Bank of Montreal

Kristen D’Arcy, head of performance marketing and media, American Eagle Outfitters Inc.

Anindya Ghose, professor of business, Stern School of Business, New York University

David Gumpert-Hersh, vice president, business analytics group, Wescom Credit Union

Arthur Hu, chief information officer, Lenovo Group Ltd.

Glenn Kelman, CEO, Redfin Corp.

Gerhard Kress, vice president of data services, Siemens AG

Carl Marci, chief neuroscientist, Nielsen Consumer Neuroscience, Nielsen Co.

Christopher Mazzei, global chief analytics officer and global innovation technologies leader, EY

Janette Smrcka, director of information technology, Mall of America