Abstract
Establishing a digital-connection with our customers on a superficial level is not hard. Think about chatbots that have been around for years now. However, consumers in most industries expect significantly higher levels of personalisation of products and services. Also, mass-personalisation requires companies to bring together and analyse a huge volume of data. Data-sets that are brought together to understand the different aspects of the "customer journey" tend to have no common structure and that lack of data standards is undermining the value we could provide to our clients.
To resolve the issue, client Business Intelligence (BI) and Advanced Analytics...