The Future of Customer Analytics

The digital revolution has unleashed a  re storm of innovation and disruption. No industry is immune, no company exempt, from the challenge posed by digitally-savvy start-ups prepared to rewrite the playbook. The good news for established players is that they can similarly harness ever-evolving digital technologies to re-invent their businesses and then disrupt the disruptors.

Analytics will be key to this transformation, providing insight into customer behaviour, identifying previously unimagined market opportunities and answering questions the business never dared ask before.

Yet our research suggests many organisations are struggling to design and execute effective analytics projects, missing opportunities to connect and engage with customers. Encouragingly, however, there’s a willingness to admit these failings, a commitment to experiment with new data sources and a clear ambition to engage with analytics and machine learning to take advantage of this new data-rich world.

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