Best Practice Report

How Analytics Drives Customer Lifecycle Management

February 1st, 2019
With contributors:
Srividya Sridharan , Aldila Yunus , Carlton Doty , Christian Austin


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 lifecycle. CI pros should deploy analytical techniques across the customer lifecycle to grow existing customer relationships and provide insight into future behavior.

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