Forrester

Why Read This Report

Companies now have more data on their customers than ever before, from surveys to social media, web analytics, and transactional data. However, most firms lack the structure and process to translate disparate data sources into a holistic view of the customer. As companies become more customer-centric, market insights professionals must evolve their role to meet the needs of organizations that constantly collect customer data from multiple channels and methods. We expect a new kind of insights organization to emerge, combining the old roles of market research and database marketing into a consolidated customer strategy function. This report examines how both functions must prepare for this change and what pieces of the evolution market insights professionals must drive.