Data Overview Report

The State Of Customer Analytics 2019

November 5th, 2019
With contributors:
Srividya Sridharan , Aldila Yunus

Compared with our 2018 benchmarks, we see firms adopting more analytical techniques for deeper customer understanding, and methods like customer lifetime value (CLV) and next best action are indicators of high customer analytics sophistication. In terms of sophistication, we also uncovered three key levels — leaders, followers, and laggards — and continue to see increasing analytics maturity. In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability.

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