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For Customer Insights Professionals

The State Of Customer Analytics 2017

September 25, 2017

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Why Read This Report

To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 229 customer analytics and measurement pros. In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability. Compared with our 2016 benchmarks, we see firms adopting more analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication — leaders, followers, and laggards.

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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
  • Data Doldrums Drag On . . .
  • . . . Yet The Bar For Analytics Continues To Rise
  • Data And Analytics Sophistication Drives Maturity
  • Recommendations

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

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