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For Customer Insights Professionals

The State Of Customer Analytics 2018

Benchmarks: The Customer Analytics Playbook

December 4, 2018


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This is the Benchmarks report in The Customer Analytics Playbook For 2020.

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 144 North American analytics and measurement pros. In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability. Compared with our 2017 benchmarks, we see firms adopting more predictive analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication — leaders, followers, and laggards — and continue to see increasing analytics maturity.

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Table of Contents

  • Customer Analytics Powers Insights-Driven Businesses
  • Data Challenges Continue To Block Success
  • Customer Analytics Maturity Rises Across The Board
  • Recommendations

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

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