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.