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For Customer Insights Professionals

How Analytics Drives Customer Life-Cycle Management

February 1, 2019

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Why Read This Report

With the growing importance of customer insights (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business transformation. Yet marketers predominantly enable measurement and analytics infrastructure to serve the needs of customer acquisition, with a limited view of the entire customer life cycle. CI pros should deploy analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Analytics Must Yield Insights, Not Information
  • Make Customer Analytics Pervasive Across The Life Cycle
  • Recommendations

  • Map Out Analytics Requirements For Each Life-Cycle Stage
  • Supplemental Material
  • Related Research Documents

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