Customer analytics help to solve several important problems, including (a) classification, (b) estimation, and (c) prediction.

• In your own words, how does each of these analytical areas differ from the others? What do they all have in common?
• Is the company at which you are now employed using customer analytics to improve customer relationships and experiences? (Ask if youre not sure.) If so, what have been the successes and struggles to date? If not, what is hindering their deployment?
• Thinking about the company at which you are now employed. What opportunities exist to make better use of each of these analytical approaches to enhance customer relationships?
• In your role as a consumer, have you observed examples of marketing that suggest a company is engaging in classification, estimation, or prediction analyses? Describe these examples, the extent to which the companys customer analytics were right, and the impact that the marketing activities had on your relationship with the company.