Quick Response Improves Returns on Business Intelligence Investments

Abstract Getting the timing right for presenting offers to customers can improve returns on business intelligence (BI) investments for marketing applications. Specifically, by tracking and managing customer transactions and interactions to identify the right offer to a customer at the right time, firms can capture a greater share of their customers' wallets. A key component of this BI strategy is a data management infrastructure that enables companies to recognize in real-time the changes in a customer's behavior that signal when there is a high probability that the customer will respond positively to an offer.