Predictions Report

Predictions 2016: The Path From Data To Action For Marketers

How Marketers Will Elevate Systems Of Insight

November 9th, 2015
Carlton A. Doty, null
Carlton A. Doty
Jennifer Belissent, PhD, null
Jennifer Belissent, PhD
With contributors:
Srividya Sridharan , Ted Schadler , Emily Miller , Diane Lynch


The ballooning scale and diversity of customer data in 2016 will provide rich new sources of insight, equipping firms to engage with customers in novel ways and disrupt entire industries. But customer insights (CI) pros and other marketers and strategists have only scratched the surface when it comes to using insights to drive transformational customer experiences. In this brief, Forrester predicts what will happen in the seven hottest areas — data management, big data, analytics, business intelligence, insights services, data monetization, and systems of insight — and tells you what to do about it.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.