How to get the most from data analytics

01/7/2013 |

For all its potential as an effective business intelligence tool, data analytics is only as smart as the person using it, writes Rob Enderle, president and principal analyst of the Enderle Group, who says a tool is only reliable if it's used proactively. Enderle warns companies against relying on analytics to "cherry pick" positive results, insisting that it's best to employ BI strategically, before a decision is made.

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