The State Of Customer Analytics 2018

December 4th, 2018

Brandon Purcell VP, Principal Analyst

Emily Miller

With contributors:

Srividya Sridharan , Aldila Yunus

Summary

To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works surveyed 144 North American analytics and measurement pros. This report gives 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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This report is available for individual purchase ($1495).

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