Summary
To assess the current state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 170 customer analytics and measurement professionals in July 2014. In this report, we give customer insights (CI) professionals key benchmarks to plan their customer analytics capability. Compared with our 2012 benchmarks, we see firms adopting more analytic techniques for deeper customer understanding. We also uncovered three levels of analytic sophistication — analytics leaders, followers, and laggards — with vast differences in how leaders use analytics.
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