Forrester

Why Read This Report

Marketing leaders working to drive customer centricity within their firms recognize that left-brained, quantitative skills are crucial for success. These marketing execs often spend millions building the technology infrastructure required to create a comprehensive view of the customer and the "customer insight" team to mine it. In many firms, this asset — the customer database and the team that owns it — plays an increasingly pivotal role within the enterprise. But not all of these groups share the same success. This report focuses on best practices for "socializing the customer database" in order to extend the value of customer insight throughout the enterprise.