Over the past year, businesses have had to quickly adapt and adjust to new and varied patterns of customer behavior as their previous models were thrown off course. Those who accelerated their analytical capabilities were better able to handle huge changes in user behavior and the economic environment, as data analytics became, “an essential navigation tool,” according to senior partners at McKinsey. 2020 told us loud and clear that it would be foolhardy to always assume prior performance can predict future results. But the inexorable rise of computing power and storage, coupled with an ever-increasing array of data sources, also…
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