From data to impact: How analytics can create a competitive edge.

A new Harvard Business Review report shows that using data to improve the customer experience is a key part of creating a competitive advantage in today’s market.

HBR's interviews with executives, academics and analysts showed that:

  • Companies that use multiple sources of data to capture the full customer journey generate up to 8.5X higher shareholder value
  • Nimble teams with customer experience at the center are vital to success.
  • Data is only the start: real differentiation comes from understanding this new information about customers and building the business around those insights.

There's much more detail in the full report, "Marketing in the driver’s seat: Using analytics to create customer value." Download the report to learn more.

Marketers have more data at their fingertips than ever before, giving them insight into every step of the customer journey. According to this Harvard Business Review report, using data to improve the customer experience is key to creating a competitive advantage in today’s market.

Download this report to learn about:

  • The competitive advantage of business analytics
  • How demand analytics impacts company performance
  • The drivers that create customer value


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The Google Analytics 360 Suite offers powerful and integrated analytics solutions for today's biggest enterprises. Measure and improve the impact of your marketing across every screen, channel and moment in today's customer journey. It's easy to use, and makes data accessible for everyone so the "aha" moments are simple to discover and share. Move from insight to impact faster with the Analytics 360 Suite.