The above chart from consulting firm McKinsey & Co shows that companies that make extensive use of customer analytics are more likely to report outperforming their competitors on key performance metrics, whether profit, sales, sales growth, or return on investment. For example, companies that use customer analytics comprehensively report outstripping their competition in terms of profit almost twice as often as companies that do not.
And before you ask (and we know you would if you made it this far) these results are not correlation (i.e., that more successful companies are in a position to spend more on analytics), they have been verified to be causal.
