FOR Customer Insights PROFESSIONALS

The Customer Analytics Playbook


Customer Analytics Turns Data Into Intelligence




A step change in the availability of customer data is providing firms with their biggest opportunity yet to understand their customers. However customer analytics practitioners have been shaken from their well-embedded position — as data geeks feeding the marketing funnel — into a world where the need to understand the consumer throughout the customer life cycle rules and where businesses are demanding greater value from their analytics investments. Customer intelligence (CI) professionals ...

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PLAYBOOK RESEARCH

Business Case: Analytics Investments Drive Productivity And Efficiency
Performance Management: Three Types Of Metrics Drive Customer Relationship Growth
Performance Management: Three Types Of Metrics Drive Customer Relationship Growth
Business Case: Analytics Investments Drive Productivity And Efficiency

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Forrester Playbooks

Playbook frameworks guide your critical decisions with integrated reports, tools, and objective insights. See how Playbooks align to your critical business initiatives, delivering integrated reports, tools, and guidance for your key decisions. Watch the video.

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Progress from data to intelligence.

With mobile, social, and other technologies shifting power directly to the consumer, setting a clear strategic course has never been more challenging for customer intelligence professionals. Learn how Forrester consulting can help. Learn how Forrester Consulting can help.