Save or Share this Report

For Customer Insights Professionals

The State Of Customer Analytics: Majority Of Firms Lack Sophistication

December 5, 2014

Primary author headshot


Why Read This Report

To assess the current state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 170 customer analytics and measurement professionals in July 2014. In this report, we give customer insights (CI) professionals key benchmarks to plan their customer analytics capability. Compared with our 2012 benchmarks, we see firms adopting more analytic techniques for deeper customer understanding. We also uncovered three levels of analytic sophistication — analytics leaders, followers, and laggards — with vast differences in how leaders use analytics.

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 ($499 USD).


Table of Contents

  • Marketing Performance Optimization Drives Analytics Usage
  • Analytics Leaders Drive Performance With Trusted Metrics
  • recommendations

  • Use Our Benchmarks To Develop Your Analytic Ecosystem
  • Supplemental Material
  • Related Research Documents