• Marketing analysis builds on understanding a company's core strengths, economics, sustainable competitive advantages and markets.
• The best business results are achieved when marketing strategy, data analysis and database systems are integrated and synchronized.
• Useful knowledge discovery is much harder than accumulating and processing data. Bigger machines, larger databases and more expensive software often do not lead to more effective marketing.
• Analytical applications will be critical to marketing success in a business environment where speed is critical, multi-channel complexity is growing, data is increasingly a commodity and the economy is weak.
• Marketing complexity and time pressures create high incentives for vendors and clients to create low turnover, long-term, mutually beneficial relationships.
  

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