Companies Face Customer Analytics Challenges

By Dennis McCafferty  |  Posted 08-14-2013
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Companies Face Customer Analytics Challenges

Hot Item  82% of companies use customer analytics.

To bring their deployment of customer analytics up to speed, the vast majority of organizations intend to increase investment in both tech solutions and people, according to a recent survey from AbsolutData and Alteryx. However, companies also face significant challenges in the process. For starters, a large number of companies have no idea about what type of ROI they're getting from customer analytics. Given that part of the problem is an inability to develop suitable tools to measure ROI, it's clear that CIO leadership is needed to address this gap. Other issues include an inability to integrate massive volumes of data, as well as dive deeply into the many various categories of customer-generated information. Also, the usual departmentalized silos are also presenting roadblocks. If CIOs and their tech departments can help navigate these obstacles, the rewards—including increased customer base and loyalty—will be great. An estimated 140 professionals, representing IT, marketing and sales, and research and analytics, took part in the research. For more about the survey, click here.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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