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For Customer Insights Professionals

CI Teams: Blocking And Tackling Is Not Enough

Integrating Customer Data Is Vital, But It's Not The End Goal

July 19, 2011

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  • By Robert Brosnan
  • with Molly Murphy,
  • Dave Frankland,
  • Suresh Vittal

Why Read This Report

We recently surveyed 137 Customer Intelligence (CI) professionals about their use of analytical applications and priorities. Users are investing in solutions that transform insight into action, but a fixation on data integration and outdated organizational design stands in the way of relevance to business strategy. To achieve their potential, CI professionals need to learn to live with and capitalize on fractured data. The only way out of big data is to cut straight through it.

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