Trends Report

Five Ways That Personal Identity Management Changes Customer Analytics

February 6th, 2012
Srividya Sridharan, VP, Group Director
Srividya Sridharan VP, Group Director
With contributors:
Dave Frankland , Fatemeh Khatibloo , Allison Smith

Summary

In the future, consumers will manage their data through a concept that Forrester calls personal identity management (PIDM). Customers' control over their data affects the analytics performed on that data. As a result, customer intelligence (CI) professionals who currently perform analytics leveraging large analytical data marts, which use personal data to perform complex predictive modeling and data-mining, will need to rethink their approach to analytics and will have to earn access to consumer data.

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