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For Customer Insights Professionals

The Customer Analytics Playbook For 2020

Executive Overview: Turn Data Into Insights With Customer Analytics

The scale and diversity of customer data provide rich new sources of insight that let firms engage with customers in new ways and enable the digital disruption of entire industries. Today's customer analytics practitioners are no longer data geeks feeding the marketing funnel — they provide insights across the customer life cycle. CI pros can use customer analytics to extend their value and become strategic business partners. Forrester's customer analytics playbook lays out the best practices, strategies, and technologies that make analytics a core customer insights capability. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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