From data to decisions: Why decision intelligence could be the missing layer between data and business outcomes
By Vinod Narapareddy, Founder & Chief Executive Officer, CRMIT Solutions
Enterprises have spent years building their data infrastructure. CRM platforms capture customer interactions, data warehouses consolidate information from multiple systems, analytics platforms identify patterns, and AI models can now process large volumes of information at considerable speed. Yet one problem continues to persist: knowing more about the business does not automatically tell an organisation what it should do next. The next frontier is therefore not simply better access to data or better analytics. It is the ability to move from data to insight, from insight to decision, and from decision to action.
A sales dashboard, for instance, can show that an opportunity has remained inactive for several weeks. A customer analytics platform can identify a decline in engagement. A service system can flag a customer who has contacted the organisation repeatedly about the same issue. Each of these is useful...
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