1. Behavior: Effective analytics will show how customers are behaving currently and predict how they might behave in reaction to marketing activity.
2. Product innovation: Customers are constantly providing clues as to how they would like to see products evolve. Analytics initiatives should help uncover these clues.
3. MVCs: Analytics cannot help you define what your most valuable customers look like. That will depend on your company's goals. But once you know what MVCs look like, analytics should discern the difference between MVCs and the rest of your customer base.
4. Effective marketing: Analytics should tell you so much about your customers that you will know where they came from and why they came to you. Once you know these facts, marketing spend can align with those behaviors.
thro' Peppers & Rogers