Skip to main content

Save or Share this Report

For Customer Insights Professionals

The State Of Customer Analytics 2020

Landscape: The Customer Analytics Playbook

March 11, 2021

Primary author headshot


Playbook icon

This is the Landscape report in The Customer Analytics Playbook For 2021.

Why Read This Report

In this annual report update, we share key data so customer insights (CI) pros can benchmark to plan their capabilities. Compared with our 2019 benchmarks, we see firms adopting more analytical techniques for deeper customer understanding, and methods like customer lifetime value (CLV) and next best action are indicators of high customer analytics sophistication. In terms of sophistication, we also uncovered three key levels — leaders, followers, and laggards — and continue to see increasing analytics maturity.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

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.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Customer Analytics Powers Insights-Driven Businesses
  • Customer Analytics Powers Many Parts Of The Business
  • The Bar Is Higher For Customer Analytics Sophistication
  • Recommendations

  • Map Out Your Customer Analytics Sophistication Plan
  • Supplemental Material
  • Related Research Documents

Recommended Research