Trends Report

How To Innovate With Customer Analytics

Establish A Phased Approach To Analytics Innovation With Ideation And Implementation

May 9th, 2014
Srividya Sridharan, VP, Group Director
Srividya Sridharan VP, Group Director
With contributors:
Shar VanBoskirk , Samantha Ngo

Summary

Analytics innovation is neither fast nor easy. That's why some companies are buying their way to innovation to quickly ramp their analytics chops — an option not realistic for most marketers. More practical is to create an innovation process within your customer insight function. This report recommends using a two-stage approach to building customer analytics innovation: 1) ideation to narrow the scope of analytics innovation, and 2) implementation to validate which innovations stick.

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