05 Kellogg Insight must continue to ask, about their obligations to their customers and to society. We are publishing this guide in order to provide leaders with timely and thought-provoking advice for using data to build enduring rela- tionships with customers. But many of these articles have previously appeared, in some form or another, in our publication. To read insights from our faculty as they appear, be sure to subscribe to Kellogg Insight. We hope you enjoy this collection. JESSICA LOVE EDITOR IN CHIEF, KELLOGG INSIGHT From the Editor Kellogg Has a Unique Perspective on Analytics In order to succeed with analytics, businesses need to change how decisions are made. This involves new ways of thinking about analytics, as well as new processes around data collection, experimental design, and planning for the future. Unless businesses commit to making these changes, other pressing business needs will always be prioritized, and years from now, companies will find themselves in the same place, wondering whether their investments in analytics and AI will ever pan out. You can learn more about Kellogg’s perspective in the following pages, but for more in-depth knowledge, consider an executive education course. Learn more here .