Why Read This
With the growing importance of customer insights (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business transformation. However, marketers predominantly enable measurement and analytics infrastructure to serve the needs of customer acquisition, with a limited view toward the entire customer life cycle. Forrester recommends deploying various analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior. This report of the customer analytics playbook is an update to the report of the same title, originally published on July 29, 2011, and updated in November 2012; Forrester reviewed it for continued relevance and accuracy and updated it with our new customer life-cycle model and analytical methods that apply to the new model.