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1、www.hbrreprints.orgHBRCASESTUDYANDCOMMENTARYHowcantheseTheDarkSideofcompaniesleveragethecustomerdataCustomerAnalyticsresponsibly?FourcommentatorsofferbyThomasH.DavenportandJeanneG.Harrisexpertadvice.?ReprintR0705AAninsurancecompanyfindssomeintriguingpatte
2、rnsintheloyaltycarddataitboughtfromagrocerychain—thecorrelationbetweencondomsalesandHIV-relatedclaims,forinstance.Howcanbothcompaniesleveragethedataresponsibly?HBRCASESTUDYTheDarkSideofCustomerAnalyticsbyThomasH.DavenportandJeanneG.HarrisLauraBrickmanwasg
3、ladshewasalmostdonemoment,beforedecidingtogowithout.Shegotgroceryshopping.Thelinesatthelocaltothecheckoutareaandwaited.ShopSensesupermarketwereespeciallylongAsregionalmanagerforWestCoastopera-foraTuesdayevening.HercartwasnearlytionsofIFA,oneofthelargestse
4、llersoflifeandover?owinginpreparationforseveraldayshealthinsuranceintheUnitedStates,Lauraawayfromherfamily,andshestillhadpack-normallymightnothavepaidmuchattentioningtodoathome.Justafewmoreitemstogo:toShop-Sense’scheckoutprocedures—except“Adozeneggs,ahalf
5、gallonoforangejuice,maybetomonitorhowaccuratelyherpur-and—aboxofDip&Dunkcereal?”Hersix-chaseswerebeingrungup.Butnowthatheryear-olddaughter,Maryellen,hadobviouslycompany’sfatewasintertwinedwiththatoftheusedthestepstooltogetatthelistontheDallas-basednationa
6、lgrocerychain,shehadcounterandhadscrawledherhigh-fructoselessmotivationtoperusethemagazineracksdemandatthebottomofthepaperinbright-andmoreincentivetoevaluatethescanningorangemarker.andtallyinggoingonaheadofher.LauramadeamentalnotetospeakwithMissSome14mont
7、hsearlier,IFAandShopSenseMaryellenaboutwhatsugarycerealsdotokids’hadjoinedforcesinanintriguingventure.teeth(andtotheirparents’wallets).TakingcareLauraforyearshadbeeninterestedintheideanottocrackanyoftheeggs,shesqueezedtheoflookingbeyondthetraditionalsourc
8、esofcus-remainingitemsintothecart.ShewheeledpasttomerdatathatinsurerstypicallyusedtosettheShopSenseSummerFundisplays.“Dowetheirpremiumsanddeveloptheirproducts.needmoresunscreen?”LaurawonderedforaShe’dreadeveryarticl
