Rear View Mirrors Won't Find Forgotten Audiences
Reading the white paper (link provided in the story), the best I can gather is that the real analytical work and exploration of new audiences is being done by researchers. The deployment described, a SQL Server database in the cloud, is simply reporting on the research. The white paper also says researchers are doing surveys, but what about exploring topic-related discussions on social networks or book-purchase clickstreams to find out what other books people are buying along with X new title. With analytics you could then model book buyers, spot previously unknown segments of buyers and kick off marketing campaigns to truly new customer groups. This is the kind of think Amazon does on the fly with its recommendation engine. Now we're talking data-driven decisions.