Today’s retailers face unprecedented complexity in how they collect, manage and leverage customer data to power their business models.
In the lead into Forrester’s How Analytics Drives Customer Life-Cycle Management, DS&S Group describes how retailers can leverage customer data to deliver highly personalized experiences that provide holistic value and build lifelong customer loyalty.
With the growing importance of customer insights (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business transformation.
Yet marketers often focus their measurement and analytics initiatives on customer acquisition only, with a limited view of the entire customer life cycle.
CI pros should deploy analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior.