The old practice was to study the analytics from a historical perspective but in today’s marketing scenario, we need analytics that present a forward-looking view. There is more potential in data and analytics. Thus, that’s what the McKinsey Global Institute’s partners Michael Chui and Nicolaus Henke share their views with McKinsey Publishing’s Simon London. The age of analytics: Competing in a data driven world is a new McKinsey Global Institute research report in which Nico and Michael are among the co-authors of it. In the McKinsey Podcast, according to them data and analytics is important for customer engagement and satisfaction because a lot of data is available, connections are many and there are many understandable machine techniques and languages through which it’s easy and comfortable to analyze data and to take decisions differently. The data analyzed must be organizable in the ways needed. The data must be such that it develops helpful use cases.

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https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights/how-to-win-in-the-age-of-analytics?cid=other-eml-ttn-mip-mck-oth-1801.