The Customer Analytics report, published by Adobe in partnership with London Research, explores the capabilities required for success in a world where customer centricity is increasingly paramount.
This report aims to help enterprise companies evaluate their customer analytics maturity so that they can strive for a more advanced approach or improve their capabilities even further.
Based on a global survey of more than 1,800 business professionals, of whom more than 1,000 are based in Europe. The report focuses on 20 attributes that are important for customer analytics maturity. With statistical analysis to determine which are most closely correlated with success.
The report identifies a group of customer intelligence ‘leaders’, including 15% of responding companies whose capabilities are ‘established’ and 7% who are ‘advanced’.
The remaining 78% of companies- classified as ‘laggards’- are either at the ‘basic’ or ‘developing’ stage of their customer-analytics evolution, with significant room for improvement.
The research finds that progression along the analytics maturity scale requires executive sponsorship and focused investment to enable a more strategic and integrated approach. Customer analytics leaders are almost two-and-a-half times more likely than their peers to have a complete view of all customer interactions with their brands (71% vs. 29%).
The other attributes most closely associated with customer analytics leadership are the following:
- Utilisation of analytics technology to its full potential
- Ability to carry out predictive and prescriptive analytics
- Having analysts and data scientists to make the most out of data
- Investment in skills to get the most from digital technology investment
- Ability to get actionable insights from analytics
- Technology that enables effective multichannel attribution
- A data-driven culture that helps to drive customer intelligence activities
The report looks in depth at how analytics technology enables customer intelligence capabilities, demonstrating a tangible benefit for organisations that pay for their solutions. Customer-analytics leaders are more than three times less likely than their peers to report the use of only free software (6% vs. 22%).
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