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Article: Analytics heats up; Corporate data is only as useful as the information you can extract from it.
- Article from:
- Network World
- Article date:
- September 5, 2005
- Author:
CopyrightCOPYRIGHT 2005 Network World, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Stacy Cowley
When business-analytics projects work, the success stories can be dramatic. Witness the results posted by the Dreyfus
Corp., which manages $165 billion in mutual fund assets. Looking for a way to lower churn and draw more business from current
customers, the company rolled out CRM and analytics software from SAS Institute in the late 1990s and pored through the data.
It found several red flags. Sudden increases or decreases in a customer's contact with Dreyfus. More transactions between
a customer's funds. Soon Dreyfus had a model it could use to proactively seek out potentially restless customers and ...