For more than a decade now, customer analytics has been considered indispensable. Leaders depend on analytics as support for actions and as a predictor of results. Thereís been a surety about using analytics to make decisions, a belief that itís a solid foundation you can build your business on.
The analytics tools youíve come to rely on probably havenít kept pace with this rapid change, and may now be less effective. Systems may not be nimble enough to follow customer journeys across channels and time. Different platforms in different departments canít talk to each other, so reporting is slowed. And itís difficult to take proactive steps when your view of the total customer experience is a little blurry.
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