Predicting customers’ purchasing patterns is easier said than done. It necessarily involves collecting huge amounts of data, and growing and maintaining the resulting datasets over the course of months (or years). And that’s only the start — sussing out the corpora’s key metrics requires purpose-built sophisticated, scalable analytics tools.

Former BioWare senior systems architect Mike Babineau and Electronic Arts analytics product manager Lillian Chou were inspired to tackle the problem while working at game developer and

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