Interview: Lisa Loftis on operational business intelligence

April 2, 2009
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We recently caught up with Lisa Loftis, a CRM and BI expert who, in her consulting travels, has worked with numerous large organizations in North and South America and Europe, helping them improve their understanding of customer preferences and behavior.
Lisa talks about the sophisticated analytics required to understand “customer preference.” Noting that “centralized customer profiles and a centralized data warehouse are essential,” she cautions, “but I think the company also has to be able to close the loop between those analytics and the operational environment where the customer communications take place.” And “operational BI is one way to do this,” she says—that is “the ability to embed the results of analytics directly into operational processes so you make those processes better.”

Once you listen to Lisa in this interview, tune in for more of her thoughts and insights on April 16, when she joins three other speakers for the SmartData Collective webinar, “How to Boost Service, Cut Costs, and Deliver Great Customer Experiences – Even in a Down Economy.” Be sure to join us on the 16th.

Listen now:


We recently caught up with Lisa Loftis, a CRM and BI expert who, in her consulting travels, has worked with numerous large organizations in North and South America and Europe, helping them improve their understanding of customer preferences and behavior.
Lisa talks about the sophisticated analytics required to understand “customer preference.” Noting that “centralized customer profiles and a centralized data warehouse are essential,” she cautions, “but I think the company also has to be able to close the loop between those analytics and the operational environment where the customer communications take place.” And “operational BI is one way to do this,” she says—that is “the ability to embed the results of analytics directly into operational processes so you make those processes better.”

Once you listen to Lisa in this interview, tune in for more of her thoughts and insights on April 16, when she joins three other speakers for the SmartData Collective webinar, “How to Boost Service, Cut Costs, and Deliver Great Customer Experiences – Even in a Down Economy.” Be sure to join us on the 16th.

Listen now: