Forrester: Analytics Talent, Tech in Demand
By Heather Clancy
Analytics technologies are a key priority over the next two years for many corporate decision-makers tasked with managing their company’s digital customer experience.
More than half of the 233 decision-makers polled by Forrester Research in March 2013 (or 56 percent) indicated that they plan to invest in Web analytics, social analytics, predictive analytics, behavioral analytics and mobile analytics at somet point during the next 24 months.
In many cases, they are seeking tools that work across multiple customer touch points. The motivation is clear: they need to aggregate and provide better context around signals emerging across all digital channels, notes the analysis offered in Forrester’s report, “State of Digital Customers Experience Technology, 2013.”
At the same time, few of those surveyed believe they have the internal technology expertise or talent to guide those investments and implementations.
Indeed, just one-quarter of the decision-makers surveyed by Forrester said they have the right IT staff in place to help make these investments. The research firm notes in its report:
“More than one in four (37 percent) analytics decision-makers believe that finding the right kind of analytics talent is a top challenge. Organizations can find these data intelligence experts by hiring marketing scientists with data-mining and data-diagnosis skills as well as business and marketing savvy.”
Right now, that means many businesses are looking to outside experts to help define their analytics priorities. Approximately one-third of the Forrester survey respondents said they are likely to outsource technology implementations related to digital customers experience tools and applications.
But the first order of business for many companies should be to reach across all the different siloes attempting to make decisions about customer analytics, and required them to start working more closely together, according to the Forrester analysis.
The research firm notes:
“Organizations need to continue to view their DX technology investments as a part of an overall strategy supporting multichannel customer experiences. It’s not just about one channel or another but about bridging experiences across channels, sourcing technology tools to make it happen, and outsourcing work to agencies and [systems integrators] when needed. ”