Last year, we published The State of Customer Analytics 2012 (subscription required) based on the results of our annual customer analytics adoption survey where we uncovered key trends of how customer analytics practitioners use and adopt various advanced analytics across the customer lifecycle and highlighted challenges and drivers associated with customer analytics.
This year, I am teaming up with my colleague and attribution guru Tina Moffett to further explore measurement, attribution and customer analytics practices ranging from the type of attribution techniques in vogue to the adoption of advanced analytics methodologies. With this expanded survey we want to understand how you use and apply measurement and analytics in your organization to optimize both cross-channel marketing campaigns as well as customer programs.
In particular, we’re fielding questions to understand the goals and challenges associated with measurement and analytics, the adoption and application of measurement and advanced analytics methods, the use of several marketing and customer metrics, the customer insights process and workflow as well as the organizational aspects that support measurement and analytics. We encourage you to participate in this survey, as this information will help you benchmark your measurement and analytics adoption efforts.
Customer insights professionals have many customer analytics methods (sub's reqd) to choose from today to perform behavioral customer analysis, and new techniques emerge as the complexity of customer data increases. Analysis of customer data involves the use of data-mining and statistical methods that span descriptive and predictive analytics. But how do you decide which customer analysis methods are right for you? How do you plan your customer analytics capability with the right mix of methods that address specific questions and uncover customer insights?
Using our Forrester TechRadar™ methodology we are kicking off research that will address many of the questions above as well as explore:
The current state of each customer analysis method, its maturity, market momentum, ecosystem interest and investment levels.
The potential impact of each method on your ability to understand and predict customer behavior
The customer analytics methods to be included in this report range from behavioral customer segmentation to propensity models, social network analysis, next-best offer analysis, lifetime value analysis, customer churn analysis to name a few.
If you are interested in participating in this research as an end-user/client, expert or customer analytics technology or services vendor reach out to me directly at ssridharan [at] forrester [dot] com.
Thanks in advance for your participation! All research participants will receive a copy of the published report.