Every organization has an information economy with a supply side that provides data and tooling to analysts and a demand side that consumes data and analyses to make decisions. Advanced analytics programs require an information economy oriented to the demand. This means moving away from what is highly likely to be a supply-controller, command-oriented information economy, driven by IT, to instead be an information economy where demand and business needs trump supply.

However, in transitioning to a demand orientation, analytics leaders will quickly become aware that the demand side is multifaceted and that no two demand constituent groups are the same, creating complexity when trying to develop demand-based analytics strategies. To ameliorate this, experts at IIA have identified the 10 critical dimensions to a segment and explained them in this eBook, allowing you to better understand where your current demand segments are and where your target demand segments should sit.