Summary
The ballooning scale and diversity of customer data in 2016 will provide rich new sources of insight, equipping firms to engage with customers in novel ways and disrupt entire industries. But customer insights (CI) pros and other marketers and strategists have only scratched the surface when it comes to using insights to drive transformational customer experiences. In this brief, Forrester predicts what will happen in the seven hottest areas — data management, big data, analytics, business intelligence, insights services, data monetization, and systems of insight — and tells you what to do about it.
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