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The Customer Analytics Playbook For 2016

Turn Data Into Insights With Customer Analytics

The sheer scale and diversity of customer data provides rich new sources of insight, allowing firms to engage in novel ways and enable digital disruption of entire industries. Today, customer...

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  • For eBusiness & Channel Strategy Professionals

    Report

    Report Fuel Retail Transformation With Payments Data

    A Blueprint For Turning Retail Transaction Data Into Customer Insights
    November 9, 2016 | Brendan Miller

    eBusiness pros to date have overlooked an invaluable source of customer insights: payments data. We surmise that they've hesitated because payments data is inherently sensitive, and they worry...

  • For B2C Marketing Professionals

    Report

    Report Link Insights To Action With A Measurement-Driven Organization

    Organization: The Marketing Measurement And Insights Playbook
    November 8, 2016 | Tina Moffett

    Firms are eager to develop a unified marketing impact analytics (UMIA) approach as the next step in optimizing marketing budgets. But how do they manage the process? This report helps B2C marketing...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Breakout Vendors: Insurance Data And Analytics

    Cape Analytics, Captricity, And Narrative Science Help Insurers Capitalize On The Value Of Insights
    November 7, 2016 | Ellen Carney

    Insurers have lagged behind industries like consumer packaged goods and telecommunications when it comes to investing in their information and data strategies. Leading insurance companies are...

  • For Customer Insights Professionals

    Report

    Report Pick A Powerful Pilot To Propagate Customer Analytics

    Business Case: The Customer Analytics Playbook
    October 28, 2016 | Brandon Purcell

    While most companies understand the importance of transforming data into insights, many struggle to get their customer analytics practice off the ground and are missing out on a huge opportunity....

  • For Customer Insights Professionals

    Report

    Report How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook
    October 18, 2016 | 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 Customer Insights Professionals

    Report

    Report Vendor Landscape: Customer Journey Analytics Providers

    Align Journey Analytics Objectives With The Right Partner

    Customer experience (CX) and customer insights (CI) professionals use journey analytics to help them identify what customers are doing, thinking, and feeling; the touchpoints that they use; and the...

  • For Customer Insights Professionals

    Report

    Report It's Time To Raise The Bar With Analytics

    Assessment: The Customer Analytics Playbook
    October 7, 2016 | 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 Customer Insights Professionals

    Report

    Report Analyzing Analytics: How To Measure The Impact Of Customer Analytics

    Performance Management: The Customer Analytics Playbook
    September 26, 2016 | Brandon Purcell

    Customer insights (CI) professionals may be great at building predictive models, but they often struggle to prove their value to the business. This report gives CI pros a framework for performance...

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™: Digital Experience Platform Technologies, Q3 2016

    Landscape: The Digital Experience Delivery Playbook
    September 13, 2016 | Mark Grannan

    Organizations face an expanding ecosystem of technology supporting digital customer experiences, but they're falling behind on using the technology to provide great experiences. Application...

  • For Customer Insights Professionals

    Report

    Report Case Study: Seattle Children's Hospital Adopts A Healthy Approach To Data And Analytics

    The CDO Analytics Team Drives Better Patient Health And Business Results With Insights Services
    August 22, 2016 | Jennifer Belissent, Ph.D.

    Healthcare organizations face a daunting task of improving patient experience, reducing per capita costs and improving health outcomes with efficient and scalable yet personalized services. In...

  • For Customer Insights Professionals

    Report

    Report Propel Your Customer Analytics Evolution With The Right Technology Provider

    Landscape: The Customer Analytics Playbook
    August 8, 2016 | Brandon Purcell

    During the Forrester Wave™ evaluation of customer analytics solutions, we surveyed 38 vendor clients about their vendor partnerships and interviewed 31 of them. We found that customer insights (CI)...

  • For Enterprise Architecture Professionals

    Report

    Report Vendor Landscape: Insights Platforms, Q3 2016

    Insight Platforms Turn Big Data Into More Action
    August 2, 2016 | Brian Hopkins

    The market for data analytics technologies has exploded, and your business needs actionable insight from data more urgently than ever. But it is easy to get lost with so many choices and appealing...

  • For CIO Professionals

    Report

    Report The Insights-Driven Business

    Insights-Driven Businesses Will Steal $1.2 Trillion In 2020 — It's Time To Join Them
    July 27, 2016 | Brian Hopkins, Ted Schadler

    A new kind of company — we call them insights-driven businesses — has formed. These firms use data, analytics, and software in closed, continuously optimized loops to differentiate and compete. By...

  • For Customer Insights Professionals

    Report

    Report The State Of Customer Analytics 2016

    Benchmarks: The Customer Analytics Playbook
    July 20, 2016 | Brandon Purcell

    To assess the current state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 142 customer analytics and...

  • For Customer Insights Professionals

    Report

    Report Optimize Customer Interactions With Customer Lifetime Value Analysis

    How To Implement, Calculate, And Embrace This Elusive Metric
    June 13, 2016 | Brandon Purcell

    Customer lifetime value (CLV) is not a new metric, but until recently it has been a largely conceptual construct. The few firms that calculated CLV did so at an aggregate level and used the result...

  • For Customer Insights Professionals

    Report

    Report Organize For Digital Intelligence With These Three Models

    Organization: The Digital Intelligence Playbook
    June 2, 2016 | Cinny Little, James McCormick

    Digital analytics teams that still work in separate channel silos will fail to help their firms win, serve, and retain customers. This report describes the success factors and ownership models that...

  • For Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Digital Experience Platforms

    Three Classes Of Vendors Tackle The Multichannel Experience Mandate

    Application development and delivery (AD&D) professionals need an array of software to create and manage the digital experience (DX). They must evaluate, implement, integrate, and build front-end...

  • For CIO Professionals

    Report

    Report The Top Technologies For Your Business Technology Agenda, 2016

    The Top Business Technologies To Win, Serve, And Retain Customers Along Every Step Of Their Journeys
    May 10, 2016 | Ted Schadler

    Customer-obsessed firms are customer-led and insights-driven. They move fast rather than perfectly, and they are connected to serve increasingly powerful customers. CIOs wield a critical asset: the...

  • For Customer Insights Professionals

    Report

    Report Advance Your Customer Analytics With Five Emerging Methods

    Continuous Improvement: The Customer Analytics Playbook
    May 4, 2016 | Brandon Purcell

    The customer analytics environment is morphing from traditional practices that rely on internally sourced, static customer data to practices that apply a predictive lens to externally sourced,...

  • For Customer Experience Professionals

    Report

    Report Brief: Learning From Three Early Adopters Of Customer Journey Analytics

    Companies use journey analytics to improve key customer journeys, evaluate opportunities for journey innovations, and boost retention, enrichment, and advocacy loyalty. Forrester conducted in-depth...

  • For Customer Insights Professionals

    Report

    Report Turn Data Into Insights With Customer Analytics

    Executive Overview: The Customer Analytics Playbook

    The sheer scale and diversity of customer data provides rich new sources of insight, allowing firms to engage in novel ways and enable digital disruption of entire industries. Today, customer...

  • For Enterprise Architecture Professionals

    Report

    Report Insight Platforms Accelerate Digital Transformation

    A New Class Of Software Makes It Easier To Turn Big Data Into Action
    April 27, 2016 | Brian Hopkins

    All of your business digital ambitions involve better analytics, but the complexity of managing big data and advanced analytics is driving down satisfaction, despite investment. Read this report to...

  • For B2C Marketing Professionals

    Report

    Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    April 8, 2016 | 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 TechRadar™: Customer Analytics Methods, Q2 2016

    Road Map: The Customer Analytics Playbook

    Forrester has identified 15 key customer analytics methods that customer insights (CI) professionals must master. CI professionals are faced with tough decisions about which combination of methods...

  • For B2C Marketing Professionals

    Report

    Report Use Analytics To Gauge Your Content Marketing Success

    Benchmarks: The Content Marketing Playbook
    April 1, 2016 | Laura Ramos

    Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about products and features to delivering valuable information that addresses...

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