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For Customer Insights Professionals

Deciphering A Fragmented Customer Analytics Ecosystem

February 24, 2016


Why Read This Report

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.

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Table of Contents

  • Analytics Is A Critical Ingredient Of Customer Intelligence
  • Firms Seeking Customer Analytics Help Have Two Primary Options
  • Dig Deep When Choosing Technologies For Your Analytics Ecosystem
  • Recommendations

  • Don't Jump Into Vendor Selection Without A Due Diligence Road Map
  • Related Research Documents

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