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Analytics for the Masses?

December 17, 2010

VueLogic attended the annual Direct Marketing Association show in San Francisco in October (DMA2010 Conference http://www.dma2010.org/attendees/program.php), and during our travels up and down the aisles, one common theme that I frequently heard was that “everyone is doing analytics” these days.  If this is indeed the case, that is good news for the end users and certainly for the analytic services providers.

But – upon further discussion with quite a few people, there was a wide-ranging definition of not only what type of analytics were being done in the market (i.e., custom modeling, or using preexisting analytic frameworks, etc.), but also who was using them, and at what cost.

Certainly, not everyone really needs a custom model.   I believe that there is a new breed of “analytics” available today – far more powerful than before, but stopping short of being built for a specific user.  Before making a large financial commitment, resellers and end users should consider whether an existing analytic framework will fit their application needs – you may save a significant amount of time, money, and resource!

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