Summary
In the future, consumers will manage their data through a concept that Forrester calls personal identity management (PIDM). Customers' control over their data affects the analytics performed on that data. As a result, customer intelligence (CI) professionals who currently perform analytics leveraging large analytical data marts, which use personal data to perform complex predictive modeling and data-mining, will need to rethink their approach to analytics and will have to earn access to consumer data.
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