Customer analytics users want vendors to cater their solutions to four core activities in the analytics process -- data management, analytics production, analytics consumption, and analytics activation -- and at the same time deliver customer-focused applications.
Forrester sees four primary approaches to the customer analytics market, with vendors seeking differentiation in one or many of these approaches. These include analytical prowess, execution, automation, and usability.
In this white paper, Forrester discusses the 70 criteria evaluation of customer analytics vendors and discuss 6 of the most significant software providers, one including IBM, and scored them. Read on to learn how each vendor fulfills each key point.