September 8, 2012
Forrester defines customer analytics as:
"The set of methods, tools, and technologies used to analyze customer data – where the goal is to inform customer acquisition and retention, enhance customer relationships, and drive customer profitability."
To better understand The State Of Customer Analytics 2012, Forrester analyst Srividya Sridharan surveyed 90 customer analytics professionals from around the world about their customer analytics practices. Among her findings:
- 54% of respondents say managing and integrating data from multiple sources is the biggest inhibitor to performing more-advanced analytics.
- 42% of respondents say they lack analytics resources.
Podcast Listening Options – The State Of Customer Analytics 2012
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