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For Customer Insights Professionals

Turn Data Into Insights With Customer Analytics

Executive Overview: The Customer Analytics Playbook

November 20, 2020

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This is the Executive Overview in The Customer Analytics Playbook For 2021.

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. Today's customer analytics practitioners are no longer data geeks feeding the marketing funnel — they provide insights across the customer lifecycle to many stakeholders, including CX and product leaders. 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 CI 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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