Analyzing the Analysts: Customer Analytics & Intelligence 2015

Note: IQPC may share the results of this survey with its partners.

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* 1. How customer-centric is your organization? Select the best response.

Very customer-centric – everyone is involved

Somewhat customer-centric – customer-facing roles get it, but there are some gaps

Not customer-centric enough – we have some champions, but not enough for high-level change

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* 2. Why is customer analytics important? Select all that apply.

It enhances the customer experience

It builds customer loyalty and trust

It allows for forward-looking, predictive insights

It enhances profits

It creates community

It informs every aspect of the business

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* 3. Where do you see customer analytics & insights used the most currently? Please rank from 1-4, 1 being the most used.

Operations

Marketing

Product development/improvement

Sales

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* 4. How do you measure the ROI of customer analytics? Check all that apply.

Sales/profits

Expanded customer base

Loyalty, repeat business, brand advocates

Operational improvements

Marketing campaign success

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* 5. What is your BIGGEST challenge to getting to actionable customer insights?

Foundational data – messy, inaccurate, not well-integrated

Business structure – siloed organization and thinking

Investment in technology – don’t have the right tools

Skill gap – don’t have the analysts/data scientists

Paralysis – too much information, don’t know what to do

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* 6. What customer data types do you wish you used better? Select all that apply.

Social media & review sites

Internal unstructured data (support call transcripts, interviews)

External data sources

Web, app and digital product behavioral information

Digital marketing behavioral information

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* 7. What statement best describes your customer analytics team’s most important development objective?

Enhance agility of insights

Personalization

Shift internal culture to be more analytically inquisitive

Expand your customer base

Locate opportunities for course correction

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* 8. In your own words, please describe the future of the customer-brand relationship:

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* 9. Please let us know what solution-providers you are currently working with (list as many as you would like):

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* 10. Please let us know what solution-provider categories you are looking to investment in within the next 0-24 months? Select all that apply.

Social analytics

Data integration

Business intelligence

Dashboards

Data visualization

Competitive intelligence

Marketing/Campaign Management Software

Other (please specify)

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* 11. Please let us know your industry:

Telecom

Media/Entertainment

Internet

Financial Services

Travel/Tourism/Hospitality

Insurance/Healthcare

Energy & Utilities

Consumer Packaged Goods

Retail

Other (please specify)

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* 12. Please let us know your company's annual revenue in USD:

Less than $500m

$500m-$5bn

$5bn-$10bn

Over $10bn

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* 13. What functional area do you belong to?

Marketing

Operations

Analytics/Insights

Other (please specify)

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* 14. How would you describe your customer analytics function?

Centralized

De-centralized