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For Customer Insights Professionals

How Analytics Drives Customer Life-Cycle Management

October 30, 2015

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This is the Vision report in The Customer Analytics Playbook For 2016.

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Why Read This Report

With the growing importance of customer insights in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business transformation. However, marketers predominantly enable measurement and analytics infrastructure to serve the needs of customer acquisition, with a limited view toward the entire customer life cycle. Forrester recommends deploying various 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
  • Current Analytics Approaches Miss The Mark
  • 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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