ABSTRACT
This chapter discusses the major ingredients from which firms can successfully build an analytical competence, one that fully allows them to benefit from big data opportunities. It structures mainly around four building blocks of a successful analytical competence based on big data value creation model. The chapter discusses the additional important role of business rules on linking analytics to operations and specifically to actions and campaigns. It observes three specific challenges: Centralization of the analytical function; Cooperation with other departments/functions; Presence of a data-driven culture. The chapter elaborates on many organizational issues concerning the organizational structure, cooperation between marketing intelligence (MI) and other functions, the presence of a data-driven culture, and the requirement for top management support. Probably most important here is that firms require a strong data-driven culture which should be supported by top management and should be sufficiently embedded within the organization structure to ensure successful cooperation between the analytical function and marketing functions within the firm.
