Trends Report

The State Of Customer Analytics 2016

January 1st, 2018
With contributors:
Srividya Sridharan , Christian Austin


To assess the current state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 142 customer analytics and measurement pros. Compared with our 2014 benchmarks, we see firms adopting more analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication —leaders, followers, and laggards — with vast differences in how leaders use analytics. In this report, we give CI pros key benchmarks to plan their customer analytics capability.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.