CRM technology is all about collecting data — which means it should go hand-in-hand with the trend toward increased use of analytics. Often, though, what is analyzed is not what’s important. In CRM, many of the most compelling data are hiding in plain sight, but businesses are looking elsewhere. These hidden metrics can be accessed without expensive analytics tools in most cases, but they’re overlooked. It’s as if a fishing boat captain’s nets haul in a record harvest — but then he keeps it stowed in the hold of his boat.
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Hidden in Plain Sight: 3 CRM Analytics Pearls
Posted by: Christopher J. Bucholtz October 25, 2013 05:00 AMCRM technology is all about collecting data — which means it should go hand-in-hand with the trend toward increased use of analytics. Often, though, what is analyzed is not what’s important. In CRM, many of the most compelling data are hiding in plain sight, but businesses are looking elsewhere. These hidden metrics can be accessed without expensive analytics tools in most cases, but they’re overlooked. It’s as if a fishing boat captain’s nets haul in a record harvest — but then he keeps it stowed in the hold of his boat.