Data Overview Report

The State Of Customer Analytics 2020

Landscape: The Customer Analytics Playbook

March 11th, 2021
With contributors:
Srividya Sridharan , Aldila Yunus , Madison Bakalar

Compared with our 2019 benchmarks, we see firms in 2020 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. This report provides customer insights (CI) pros with key customer analytics data from our 2020 survey of analytics and measurement professionals to help them benchmark their current capabilities.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.