Intelligent CRM Requires Business Intelligence

"...enterprises use BI applications that can highlight information that will lead to meaningful change in company performance. Rather than just running reports with reams of information, Herschel recommended using reports with "traffic lights" or other signals that alert the reader to the handful or so of the most meaningful data points." This is suggesting to use a methodology that separates the data (cluster analysis) and clarify the driving factors within those clusters (predictive modeling or scoring the predict probability for an even to occur).