Trends Report

Turn Data Into Insights With Customer Analytics

Executive Overview: The Customer Analytics Playbook

October 29th, 2021


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 customer experience (CX) and product leaders. Customer insights (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.

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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.