Summary
To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 229 customer analytics and measurement pros. Compared with our 2016 benchmarks, we see firms adopting more analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication — leaders, followers, and laggards. In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability.
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