Key Learning Objectives

• Illustrating that understanding some of the underlying factors and segments in data helps develop a coherent marketing approach over several years.
• Showing that analytics and decision-making are iterative processes and after each new decision there is typically new data to analyze and understand.
• Suggesting that successful financial performance is the result of several possible, and combinations, of factors-rarely does a single variable explain an outcome.
• Communicating that all predictions and forecasts are based on probabilistic assumptions resulting in a range of possible results.