Customer behaviour has seen some massive shifts over the past few years. To better understand the role analytics plays in tracking and understanding that behaviour, we commissioned Forrester Consulting to survey analytics decision-makers across various industries.
One key finding from their research is that most firms are focusing their analytics efforts on customer retention.
For a closer look at why, and a detailed breakdown of their other findings, read Firms Brace for the Quake with Customer-Journey Analytics.
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