The latest article on ‘The Forrester Blog’ is titled “Find Your Insights Silver Lining with The Customer Analytics Playbook”.

Srividya Sridharan says, “The deluge of customer data shows no signs of abating. The perpetually-connected customer leaves data footprints in every interaction with a brand. This presents tremendous opportunities for customer insights professionals and analytics practitioners tasked with analyzing this data, to not only get smarter about customers but ensure that the insights get appropriately used at the point of customer interaction.

When we asked customer analytics users about the challenges and drivers of customer analytics adoption, we found that data integration and data quality continue to inhibit better adoption of customer analytics while users still want to use analytics to improve the data-driven focus of the organization and drive satisfaction and customer retention”.

Find Your Insights Silver Lining with The Customer Analytics Playbook

The Forrester Blog

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