Summary
The scale and diversity of customer data provide rich new sources of insight that let firms engage with customers in new ways. Today’s customer analytics practitioners are no longer data geeks feeding the marketing funnel — they provide insights across the customer lifecycle to many stakeholders, including customer experience (CX) and product leaders. Customer insights (CI) pros can use customer analytics to extend their value and become strategic business partners. Forrester’s customer analytics playbook lays out the best practices, strategies, and technologies that make analytics a core CI capability.
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