Summary
To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works surveyed 144 North American analytics and measurement pros. This report gives customer insights (CI) pros key benchmarks to plan their customer analytics capability. Compared with our 2017 benchmarks, we see firms adopting more predictive analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication — leaders, followers, and laggards — and continue to see increasing analytics maturity.
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