For Customer Intelligence Professionals

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	October 16, 2009 (updated December 29, 2009) The Marketing And Customer Analytics Software Landscape Unraveling A Potpourri Of Technology Options For Customer Analysis by Suresh Vittal with Dave Frankland, Carlton A. Doty	Average: 9  (3 ratings)

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Executive Summary

Marketers recognize that Customer Intelligence is rapidly becoming a mission-critical discipline. This should come as no surprise — valuing, targeting, and retaining the best customers are skills in high demand. But few marketing organizations can muster the budgets, technology capabilities, or analytical chops to succeed. The crowded vendor community does little to simplify matters. To help marketers understand who's who and what they do best, Forrester classifies the broader Customer Intelligence market into four key areas: business intelligence, predictive analytics, online analytics, and marketing analytics.

TABLE OF CONTENTS

• Customer Intelligence Is Becoming The Lifeblood Of Marketing Organizations
• Making Sense Of A Fragmented Analytics Market

RECOMMENDATIONS

• Take Charge Of Vendor Selection
• Related Research Documents

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