August 15, 2012 – Customer analytics should be ready to take an enterprise-level leap into real-time operations, social metrics and advanced data crunching in the next few years, according to analyst insight and a new market assessment from Forrester Research.
The Forrester report, “The State of Customer Analytics 2012,” involved an extensive survey of 90 enterprise customer analytics practitioners in banking, finance, utilities and professional services. In it, the majority of customer analytics practitioners in the report noted mature use of reporting and BI (69 percent), descriptive analytics (81 percent) and predictive models (73 percent) for customer metrics. That level of adoption and use puts analytic prowess in marketing and sales above most other enterprise departments. Now, these departments plan to take their next forays into returns and develop their customer data resources, with a somewhat mixed bag of plans, says Srividya Sridharan, a customer intelligence professionals analyst at Forrester and an author on the report.
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