... rules. (A credit card charge may not exceed the customer's credit limit.) At the tactical level, decisions are semi-structured. (Did we meet our branch quota for new loans this week?) Strategic decisions are unstructured. (Should a bank lower its minimum balances to retain more customers and acquire more new customers?) Levels of Analysis (figure 1) Corresponding to each of these decision levels are three levels of data. These levels of data also are separate and distinct - again, one feeding the other. Not all strategic data can be derived from operational data. In an organization, there are at least four different kinds of data, including: internally owned, externally acquired, self-reported and modeled. External data, such as competitive data, is obviously acquired from outside agencies. Modeled data is data that is mathematically created (e.g., data created by analyzing customer characteristics and market demographics, and producing such measures as market segments). External ...

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