Analytically derived customer insight can really enrich the art of marketing. You get deeper insights about the real sources of customer value, the real impact of marketing costs and the future behavior of customers—all of which can be translated into more effective concept and creative. But where and how in the marketing process should you inject analytics to improve profitability? That was the topic of an online Webinar presented by the American Marketing Association (AMA) and SAS. This paper gives key insights from that Webinar.