determining why it happened
KPIs can provide a quantitative goal to performance, but the mystery is why specific performance was “good” or “bad”
customer or product segmentation
Instead of rationalizing “bad” performing Products or Customers, a completely different perspective is to understand why a Customer or Product falls into the “good” performance category and to determine what can be done to get the “bad” to emulate the “good”.
other types of advanced analytics