Comcast: A Case Study

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As technology advances quickly and becomes more sophisticated, companies are rapidly producing new products and introducing new innovations. The fast growth of technology is making competition even more challenging. In order for companies to remain competitive, companies need to compete on analytics to stay successful in the marketplace. Old strategies and models are no longer effective ways that companies can rely on to operate their business. Competing on analytics can be defined as, “the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and action “(Davenport, 2007, p. 7). I work for
Comcast, one of the largest telecommunications companies, the company has been proactively analyzing
…show more content…
The algorithm suggests and executes customized selection of content for each customer. Competing on analytics has helped Comcast improve, grow and advance in the competition. Furthermore, the company has conducted a qualitative and quantitative research case study to improve the design process of its online TV purchasing customer experience beta website before launching the website to its actual customers. During the study, the company tested thousands of customers and analyzed their use of the website. Since customers demand was lower than expected, it was found that three elements were missing from the website, and the page design needed to be revamped in order to attract customers and increase sales. “The first issue involved customers skipping an interaction with the first step of the process to learn more about upgrading to an HD or HD DVR receiver. Secondly, all customers understood how to select and deselect premium channels, so this function seems user-friendly. However, the website highlighted specific shows carried on these

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