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For Customer Insights Professionals

The State Of Customer Analytics 2016

July 20, 2016

Why Read This Report

To assess the current state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 142 customer analytics and measurement pros. In this report, we give CI pros key benchmarks to plan their customer analytics capability. Compared with our 2014 benchmarks, we see firms adopting more analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication —leaders, followers, and laggards — with vast differences in how leaders use analytics.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Customer Analytics Powers Insights-Driven Businesses
  • With Greater Adoption Comes Maturity In Customer Analytics Practices
  • Analytics Leaders Continuously Shrink The Insights-To-Action Gap
  • Recommendations

  • Benchmark Yourself, Then Develop A Road Map
  • Supplemental Material
  • Related Research Documents

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