Originally Published MX January/February
2003

INFORMATION TECHNOLOGIES

An enterprisewide analytics software package can bring competitive advantage and enhance customer loyalty.

Amy Valley and
Joseph McGee

Thanks to continuing advances in customer relationship management (CRM) and enterprise resource planning
(ERP) software systems, medical technology executives can gain access to increasingly enormous amounts of data about their customers and business operations. But therein lies a problem. That abundance of raw business information somehow has to be turned into usable knowledge on which intelligent business decisions can be based. How can medtech company leaders quickly integrate and analyze customer and market data gathered from multiple sources in order to increase sales, enhance targeting efforts, and improve customer
service?