What Is Your Customer Analytics Persona?

Buy analytics software, hire marketing scientists, and engage analytics consultants. Now wait for the magic of customer analytics to happen. Right?

Wrong. Building a successful customer analytics capability involves careful orchestration of several capabilities and requires customer insights (CI) professionals to answer some key questions about their current state of customer analytics:

  • What is the level of importance given to customer analytics in your organization?  
  • Have you clearly defined where you will use the output of customer analytics?
  • How is your analytics team structured and supported?
  • How do you manage and process your customer data?
  • Do you have clear line of sight between analytics efforts and business outcomes?
  • What is the process of sharing insights from analytics projects?
  • What type of technology do you need to produce, consume and activate analytics?
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