Analyzing big data is critical for enterprises to serve customers and improve overall business performance. Historically, data access, processing, and analysis were most important for reporting on business performance, followed by customer insights and business intelligence, but our study revealed that customer insights will replace business performance as the top priority for data processing and analysis. This supports Forrester’s overarching assertion that enterprises have entered the age of the customer — an era in which customer obsession is critical to success and businesses must focus more effort on winning, serving, and retaining customers.
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