Trends Report

Evolve Your Customer Analytics Capability

January 14th, 2015
JM
Jason McNellis
With contributors:
Srividya Sridharan , Tina Moffett , Carlton Doty , Samantha Ngo , Rebecca McAdams

Summary

Customer analytics practitioners tasked with making sense of customer data, big or small, have to wade through a complex web of myths and realities about technology platforms, advanced analytics tools, and, most importantly, the scope and scale of customer analytics efforts. On the surface, it appears that customer analytics is a well-entrenched discipline in many organizations, but under the hood, old challenges persist around data integration and data quality while new ones emerge around the real-time application of insights and the ability to rein in digital data for customer-based analysis. This report highlights the factors that will help customer insights (CI) pros drive decision-making around building a customer analytics capability. It was originally published on April 22, 2013; Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in results from the Forrester/Burtch Works Q3 2014 Global State Of Customer Analytics Online Survey.

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