Our lead information or breaking insight is the information, often based on analytics, that will allow our business to go beyond traditional business intelligence (BI) reporting and into the future using information as a strategic resource. To become more concrete, let us take a look at an example.

Level 1: Identifying the Objectives

Imagine working in the marketing department of a large telecom enterprise. A marketing department has two overall purposes: to attract new customers via campaigns on television, in magazines, and other media, and to hold on to the existing customers.

To achieve good customer relations, many businesses adopt dialogue programs that inform customers of new prices, stores, products, and so forth. Some of this communication has the purpose of educating the customer, but most of the communication is aimed at expanding and strengthening the customer's involvement. For instance, a telecommunication provider could teach customers how to use social media and encourage them to listen to music or surf the Internet via a mobile device, thereby creating more data traffic and potentially higher income per customer. Another way of expanding a customer's involvement is to make sure he or she does not jump ship and join the competition. Finally, imagine that this is December and that the boss has just given us next year's target for our department (see Exhibit 3.6).

The targets are: At the end of the year, the telecom company's customer base must be 10 percent bigger, and the average income per customer must have gone up by 10 percent.

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