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  • Customer Analytics

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The Customer Analytics Playbook For 2018

Customer Analytics Turns Data into Intelligence

The scale and diversity of customer data provide rich new sources of insight, letting firms engage with customers in new ways and enable the digital disruption of entire industries. Today's...

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  • For Enterprise Architecture Professionals

    Report

    Report Battle Of The Data Lakes: Customer Insight Versus Enterprise Platform

    February 16, 2018 | Michele Goetz

    The race for the most compelling customer experience (CX) is intensifying, and customer insights are the rocket fuel for CX engines. But internal battles over the "right" scope for a data lake —...

  • For Customer Insights Professionals

    Report

    Report Elevate Your Online Testing Program With A Continuous Optimization Approach

    Benchmarks: The Digital Intelligence Playbook
    February 15, 2018 | James McCormick

    Online testing approaches are the core of a continuous optimization strategy to deliver the best possible customer experiences by iteratively improving customer interactions. This report assesses...

  • For Customer Insights Professionals

    Report

    Report Now Tech: Customer Analytics Technologies, Q1 2018

    Landscape: The Customer Analytics Playbook
    February 12, 2018 | Brandon Purcell

    You can use customer analytics technologies to increase acquisition, drive retention and loyalty, and improve the customer experience. But to access these benefits, you'll first have to select from...

  • For Enterprise Architecture Professionals

    Report

    Report Insight Platforms Connect Data To Action

    Intermediate Level: Technology Practices For Insights-Driven Businesses
    January 24, 2018 | Brian Hopkins

    The pace of innovation and availability of data are outstripping firms' ability to keep up. Read this report to understand how an emerging class of software — insight platforms — can better connect...

  • For Customer Insights Professionals

    Report

    Report Four Levels Of Effective Analytics Planning

    Strategic Plan: The Customer Analytics Playbook
    January 22, 2018 | Brandon Purcell

    Customer insights (CI) professionals must build customer analytics capabilities that help companies win, serve, and retain increasingly empowered customers. To do this, they need to develop a...

  • For Customer Insights Professionals

    Report

    Report It's Time To Raise The Bar With Analytics

    Assessment: The Customer Analytics Playbook
    January 19, 2018 | Brandon Purcell

    Customer analytics powers customer obsession by helping insights-driven businesses understand their customers and drive growth. While advanced statistical techniques form the backbone of customer...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Masters Of The Top Four Retail Tech Trends

    Leading Retailers Model Innovation With Customer-Focused Tech Investments
    January 18, 2018 | Brendan Witcher, Claudia Tajima

    To survive in today's competitive market, retailers are primarily investing in four key components of commerce tech: personalization, omnichannel, analytics, and digital store capabilities. But...

  • For Enterprise Architecture Professionals

    Report

    Report Personalized, Fast Data Delivers Business Outcomes Your CEO Cares About

    Vision: The Data Management Playbook
    January 16, 2018 | Michele Goetz

    As investment in data and analytics has grown, satisfaction in analytic capabilities has decreased and dissatisfaction has increased. The crux of the situation is that data management can't start...

  • For CIO Professionals

    Report

    Report Digital Insights Are The New Currency Of Business

    Beginner Level: Technology Practices For Insights-Driven Businesses
    January 12, 2018 | Brian Hopkins, Ted Schadler

    Businesses are drowning in data but starving for insights. Worse, they have no systematic way to consistently turn data into action. This can't continue. Demanding customers and competitive...

  • For CIO Professionals

    Report

    Report Four Essential Steps To Transform To An Insights-Driven Business

    The Strategy Report In The Insights-Driven Business Playbook
    January 11, 2018 | Cinny Little

    Insights driven is not just new terminology for big data; it's an operational transformation that firms must pivot to now or risk losing out to competitors old and new. Enterprise-level...

  • For B2C Marketing Professionals

    Report

    Report Pave The Path To Marketing Measurement Success

    Road Map: The Marketing Measurement And Insights Playbook
    January 2, 2018 | Jim Nail, Tina Moffett

    Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...

  • For B2B Marketing Professionals

    Report

    Report Your Organization's Predictive Marketing Analytics Transformation

    Examine Your Goals For A Well-Managed Consideration And Purchase Journey
    December 27, 2017 | Allison Snow

    In Q2 2017, we published The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers. That report revealed and evaluated 11 important vendors in the predictive marketing space. We learned...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Analyze This: Web Style Analytics Enters The Retail Store

    Performance Management: The Digital Store Playbook
    December 8, 2017 | Ananda Chakravarty

    Retail stores have been living in the analytical "dark ages" compared with digital channels, relegated to measurement techniques that rarely consider customer behavior. However, advances in...

  • For B2C Marketing Professionals

    Report

    Report The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook
    December 1, 2017 | Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of...

  • For B2C Marketing Professionals

    Report

    Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    November 29, 2017 | Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with...

  • For Customer Insights Professionals

    Report

    Report Optimize Digital Intelligence For Your Insights-Driven Business

    Vision: The Digital Intelligence Playbook
    November 10, 2017 | James McCormick, Cinny Little

    The opportunity to engage customers digitally has never been greater — but so is the threat of not meeting their expectations and losing out to competitors that do. Current digital analytics...

  • For Customer Insights Professionals

    Report

    Report How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook
    November 2, 2017 | Brandon Purcell, Srividya Sridharan

    With the growing importance of customer insights in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Retail eCommerce Metrics That Matter

    Performance Management: The Retail eCommerce Playbook
    October 31, 2017 | Fiona Swerdlow

    To achieve key business goals — such as increasing retail sales — digital business retail executives need to ensure that they have the right metrics in place. These metrics should track customers'...

  • For CIO Professionals

    Report

    Report Insights-Driven Businesses Set The Pace For Global Growth

    The Vision Report Of The Insights-Driven Business Playbook

    A new kind of company — we call them insights-driven businesses — has formed. They are growing at an average of more than 30% annually and are on track to earn $1.8 trillion by 2021. These...

  • For B2B Marketing Professionals

    Report

    Report Global Business Technographics® Data & Analytics Survey, 2017: Overview

    A Business Technographics Presentation
    October 16, 2017 | Brian Luu, Tyler McDaniel

    This report is an overview of the Forrester Data Global Business Technographics® Data And Analytics Survey, 2017. Topics include the top data-driven initiatives; business intelligence drivers and...

  • For Customer Insights Professionals

    Report

    Report Vendor Landscape: The Consumer Data Ecosystem's Service Providers

    Partners To Leverage For First-, Second-, Third-, And Zero-Party Data Optimization
    October 10, 2017 | Fatemeh Khatibloo

    The consumer insights (CI) ecosystem used to be simple — comprised mostly of agencies, data brokers, and database providers. But today's marketer relies on a multitude of data providers, partners,...

  • For B2C Marketing Professionals

    Report

    Report Link Insights To Action With A Measurement-Driven Organization

    Organization: The Marketing Measurement And Insights Playbook
    October 3, 2017 | Tina Moffett

    Firms are eager to develop a more advanced marketing performance measurement approach as the next step in optimizing marketing budgets. B2C marketers must coordinate measurement goals and...

  • For Customer Insights Professionals

    Report

    Report The State Of Customer Analytics 2017

    Benchmarks: The Customer Analytics Playbook
    September 25, 2017 | Brandon Purcell

    To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 229 customer analytics and measurement...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Customer Analytics Service Providers, Q3 2017

    These 10 Providers Transform Big Customer Data Into Big Value
    September 25, 2017 | Brandon Purcell

    In our 33-criteria evaluation of customer analytics service providers, we identified the 10 most significant ones — Allant Group, BRIDGEi2i Analytics Solutions, Clarity Insights, CSS Corp, Experfy,...

  • For Customer Experience Professionals

    Report

    Report The Forrester Wave™: Customer Journey Analytics Orchestration Platforms, Q3 2017

    Kitewheel, Thunderhead, NICE, And Teradata Lead In An Emerging Field Of Vendors

    In our 27-criteria evaluation of customer journey analytics orchestration platform providers, we identified the 10 most significant ones — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist,...

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