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For Customer Insights Professionals

The State Of Customer Analytics 2017

Benchmarks: The Customer Analytics Playbook

September 25, 2017

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This is the Benchmarks report in The Customer Analytics Playbook For 2017.

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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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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