CNBC reports on retailers' increasing use of analytics software to turn data into profits. Rental car company Avis, for example, is using accumulated data to find rental patterns and Web site browsing habits to better tailor e-mail marketing, which has proven to be cost effective for the company. Today, analytics software is a $25 billion market and growing. "Analytics is not just a luxury these days, it's a necessity," said an analyst at Forrester Research. "Large enterprises, especially large retailers, because we're talking about customer data today, can't really survive today without analytics." Police departments in New York and Memphis are also using the technology to anticipate crime.
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