For CIO Professionals

REPORT: Build An Insights-Driven Business

The Executive Overview Of The Insights-Driven Business Playbook

January 12, 2018Srividya Sridharan, Gene Leganza

In today's hypercompetitive business environment, harnessing and applying data and analytics at every opportunity to differentiate your products and customer experiences is fast becoming a prerequisite for success. But setting up the technology foundation, restructuring teams, evolving processes, and transforming cultural norms to become an insights-driven business isn't easy. This report for executives leading data, analytics, and insights initiatives provides an overview of Forrester's framework for how to complete this journey successfully: the insights-driven business playbook.

For Customer Insights Professionals

REPORT: How Analytics Drives Customer Life-Cycle Management

Vision: The Customer Analytics Playbook

November 2, 2017 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.