Analytics is not a magic wand. It produces useful insights when fed with good data, insightful information. The primary source of information is from Operational Data.
The operational data, however, is not quite useful as it is . It needs to be rolled-up to form a good amount of data points.
Some days back we were looking at the importance of Relative Pricing in Customer Analytics. Another real world example would be the Bizocity scores used by AT&T
Bizocity score takes into account the originating call number, the destination, the duration etc to arrive at the score.
See also: Case Study: Customer Analytics for Telecom Operator to Cross-Sell and Up-Sell
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