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For Customer Insights Professionals

Turn Data Into Insights With Customer Analytics

Executive Overview: The Customer Analytics Playbook

February 1, 2019

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This is the Executive Overview in The Customer Analytics Playbook For 2019.

Why Read This Playbook

The scale and diversity of customer data provide rich new sources of insight that let firms engage with customers in new ways and enable the digital disruption of entire industries. Today's customer analytics practitioners are no longer data geeks feeding the marketing funnel — they provide insights across the customer life cycle. CI pros can use customer analytics to extend their value and become strategic business partners. Forrester's customer analytics playbook lays out the best practices, strategies, and technologies that make analytics a core customer insights capability. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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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.

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