![Seven benefits from using marketing analytics Sunset over Marshall Field's Chicago, circa 2014](https://blogs.sas.com/content/customeranalytics/files/2014/09/Chicago-Sunset.jpg)
"Give the lady what she wants" and "The customer is always right" are quotes attributed to the venerable Chicago retailing pioneer Marshall Field. That customer-centered approach to doing business was leading-edge at the close of the 19th century and soon became a competitive advantage for Mr. Field's namesake department store empire.