During the data analysis process, what should be integrated along with internal customer data to ensure comprehensive understanding in SAP Analytics Cloud?

Integrating external market research data alongside internal customer data is essential for gaining a comprehensive understanding in SAP Analytics Cloud. This combination allows analysts to contextualize internal performance and customer behaviors within broader market trends, competitive landscapes, and emerging consumer preferences. By leveraging external data, companies can better identify opportunities, anticipate shifts in market demands, and make more informed strategic decisions.

In the context of data analysis, external market research provides valuable insights that internal data alone may not capture. For example, while internal customer data reflects current purchasing patterns and preferences, external research can reveal evolving trends or competitor strategies that directly impact those patterns. This holistic view aids businesses in aligning their strategies with market realities, optimizing their offerings, and enhancing customer satisfaction.

Including other types of data such as historical performance metrics, operation cost data, or forecasting analytics results certainly contributes to the overall analysis process, but they may not provide the same breadth of external context that market research does. Historical metrics can highlight past trends, operational costs can inform budgeting, and forecasting results can project future outcomes, but it is the integration of external insights that fosters a thorough understanding of the external factors influencing business success.