Executive Summary (This is a document excerpt)

Marketers recognize that Customer Intelligence is rapidly becoming a mission-critical discipline. This should come as no surprise — valuing, targeting, and retaining the best customers are skills in high demand. But few marketing organizations can muster the budgets, technology capabilities, or analytical chops to succeed. The crowded vendor community does little to simplify matters. To help marketers understand who's who and what they do best, Forrester classifies the broader Customer Intelligence market into four key areas: business intelligence, predictive analytics, online analytics, and marketing analytics.

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