Today’s consumers demand that their individual concerns and desires become a top priority for the businesses that serve them. When the power goes out, for example, residents are unwilling to sit shivering in their cold, dark living rooms. Instead, they demand that their power providers tell them the precise time they will restore service.
Similarly, shoppers are asking retailers to personalize their online shopping experience and offer them promotions and homepages that reflect their own brand preferences and purchase histories.
Ovum, the London-based consultancy, defines adaptive analytics as “embedding intelligence—fueled by internal and external data sources—into applications to improve everyday decision-making and therefore business outcomes…with the potential to bring analytics to the masses.”
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