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 of the customer analytics playbook is an update to the report of the same name originally issued to clients on November 30, 2012. It outlines categories of customer analytics vendors and breaks down the capabilities of the players in this ecosystem. In this updated report, we revise vendor examples to reflect acquisitions and market shifts.