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Other potentially fertile uses of BI methods and tools in operational contexts can be found in manufacturing, customer service, and order fulfillment contexts, in which highly profitable customers can be given preferential treatment based on business rules and access to transactional history and customer lifetime value calculations.

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For example, we talked earlier about using BI for marketing analysis, from which we gain insight into how much revenue comes from which channels; through which channels volume is increasing, decreasing, or holding steady; and how different products fare in different channels.