Predictions Report

Predictions 2015: Invest In Customer Insights To Activate Contextual Marketing

CI Pros Will Close The Gaps Between Data, Insights, And Action This Year

November 10th, 2014
With contributors:
Shar VanBoskirk , Carlton Doty , Luca Paderni , Wei-ming Egelman , Olivia French


Customer insights (CI) professionals are in a unique position to help their firms make the journey toward customer obsession. Why? Because they enable their firms to close the gap between the abundance of customer and marketing data available today and the insights needed to win, serve, and retain customers. In 2015, CI will drive deeper contextual insights, using a combination of richer customer interaction data, advanced analytics and measurement methods, and innovative integrated marketing and advertising technologies to personalize customer experiences. In this report, we predict how CI pros will use contextual marketing to bridge the gap between marketing and customer experience.

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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.