Businesses need to find ways to dramatically shorten the time between insight and action, because real-time decision making at the point of interaction is essential to driving a superior customer experience. Big data analytics offers a way to harness insights across the CX lifecycle to help businesses better understand customer seg­mentation, profitability, and expected lifetime value. Running in-database analytics has enabled the company to reduce key deliverable runtimes, for example, from 40 hours down to an hour.