The Amazon Effect: Why Companies That Need Marketing also Need BI

According to Gartner, by the year 2017 CMOs will outspend CIOs in IT investments. That is a staggering prediction about the evolution of business: you can't survive today without knowing your customers. Intimately.

So how did this shift emerge?  Well, for years we've been watching it happen in the biggest consumer market of them all: the internet. The media talks about mega-online retailers like Amazon that are supposedly taking over the marketplace and lessening the competitive capability of other vendors. The media is missing the real change right in front of them.

Amazon's pricing model is a common reason given for their success.  Pu...

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