Why Read This
With the increased focus on data-driven marketing, few firms have the budgets, technology capabilities, or analytical skills to advance their analytics agendas internally, and they frequently turn to extended analytics ecosystems for guidance. Firms must navigate a complex vendor marketplace of analytics technology, software, and service providers. This report outlines categories of customer analytics vendors and breaks down the capabilities of the players in this ecosystem. In this updated report of the customer analytics playbook, originally published as "The Marketing And Customer Analytics Software Landscape" in October 2009, we include customer analytics services as a category of vendors to consider in your customer analytics ecosystem.