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This is the Organization report in The Customer Analytics Playbook.

For Customer Insights Professionals

Customer Intelligence Needs A New Breed Of Marketing Scientist

November 19, 2012

By Srividya Sridharan with Dave Frankland, Allison Smith

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Why Read This Report

A mature customer intelligence (CI) function needs optimized data processes, cutting-edge technologies, and the right analytics talent. Analysts add value to CI with their data-mining and data-diagnosis skills. To effectively embed analytics into an organization's decision-making fabric, analysts also need a business-oriented mindset to make their findings more relevant to the business. Forrester recommends nurturing business-savvy analysts and marketing scientists with a penchant both to build statistical models and to use the output to craft customer growth strategies. This report of the customer analytics playbook is an update to the report of the same title, originally published on February 6, 2012. It has been updated to include recent survey data on analytics staffing trends.
Tags: Customer Analytics, Customer Intelligence Strategy and Process, Marketing Organization & Culture, Marketing Talent Management
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TABLE OF CONTENTS

  • Analytics Geek-Speak Minimizes CI's Business Relevance
  • CI Demands Translators, Not Pure Marketing Scientists
  • Develop Translators Across The Staffing Cycle

  • WHAT IT MEANS

    Business-Savvy Marketing Scientists Will Reinvent Traditional CI
  • Supplemental Material
  • Related Research Documents
 
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