For Customer Insights Professionals

REPORT: How Analytics Drives Customer Life-Cycle Management

Vision: The Customer Analytics Playbook

October 18, 2016 Brandon Purcell, Srividya Sridharan

With the growing importance of customer insights 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 that CI pros deploy various analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

For Customer Insights Professionals

REPORT: TechRadar™: Customer Analytics Methods, Q2 2016

April 5, 2016Srividya Sridharan, Brandon Purcell

Forrester has identified 15 key customer analytics methods that customer insights (CI) professionals must master. CI professionals are faced with tough decisions about which combination of methods will have the biggest impact on marketing and customer experience goals. And new techniques continue to emerge as the complexity of customer data increases. This report uses Forrester's TechRadar™ methodology to identify and analyze the current and future prospects of a broad range of statistical methods and predictive analytics techniques. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

For Customer Insights Professionals

REPORT: Deciphering A Fragmented Customer Analytics Ecosystem

February 24, 2016Srividya Sridharan, Brandon Purcell

With the increased focus on insights-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 is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. It outlines categories of customer analytics vendors and breaks down the capabilities of the players in this ecosystem. In this updated report, we revised vendor examples to reflect acquisitions and market shifts.

For B2C Marketing Professionals

REPORT: TechRadar™: Marketing And Advertising Technology, Q1 2016

The Top Technologies Marketers Need For Their BT Agenda

February 11, 2016 Mary Pilecki, Luca S. Paderni, Srividya Sridharan

Marketing technologies have changed dramatically in the last decade, with new solutions built to support the growing channels and touchpoints consumers are using to connect with brands across all stages of the customer life cycle. Marketing professionals of all stripes are charged with deriving actionable insights from the data collected across these touchpoints to improve the customer experience and ultimately company revenues. This report describes the most important technologies marketers need to succeed in the age of the customer.

For Customer Insights Professionals

REPORT: Predictions 2016: Personal At Last For CI Professionals

How CI Pros Will Crack The Contextual Code To Reach And Engage Individuals

November 13, 2015 Shar VanBoskirk, Srividya Sridharan, Mary Pilecki

Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate more and more mature contextual marketing efforts, which will change media buying, extend the role of marketing automation, and introduce new measurement practices. This brief highlights the 10 key changes customer insights (CI) pros should expect as a result in 2016.