Advance Your Customer Analytics With Five Emerging Methods

The customer analytics environment is morphing from traditional practices that rely on internally sourced, static customer data to practices that apply a predictive lens to externally sourced, dynamic streams of customer data. Customer insights (CI) pros must turbocharge their business-as-usual practices by leveraging methods that identify customer context to improve marketing performance and customer experience. This report provides CI pros with recommendations on how to continuously improve customer analytics capabilities by innovating with emerging analysis methods. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.