A mid-sized store chain mined its transactional data to better empower and engage its sales associates with its best and most frequent customers. The company achieved this in 90 days from start to market. A major hardware chain built out marketing around next product modeling with criteria including most-likely-to-purchase, up-spend model propensity, customer value measurement. And a leading apparel manufacturer mapped out a three-year marketing plan, from campaign  optimization to predictive modeling, including software, analytics, reporting and new program deployments options. 

What's the connection? None of them had the analytics horsepower they needed to produce these advanced solutions for superior results. And that lack is only going to become more pronounced over the next few years as an unanswered demand for 180,000 analytics jobs will severely restrict companies trying to build analytics capabilities in-house. Moreover, businesses of all sizes don't have the capability or the time to create this resource, and often, those researching that investment change their minds after learning of the serious impact this will have on their budgets and speed to market.

There's a perception among many marketers in mid-size companies today that powerful analytic tools are out of reach and more suited to larger organizations, based on the belief that there is too much expense, training , and talent hiring to scale this capability. Not anymore.