Summary
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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