The Forrester Wave™: Customer Analytics Technologies, Q2 2024
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were added in this report.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were dropped in this report.
This evaluation focuses on customer analytics technology providers that offer comprehensive solutions for business users, with at least $100 million in revenue from customer analytics engagements, vertical breadth across at least three industries, and significant Forrester client interest. The report emphasizes the importance of prioritizing underlying analytics over generative AI window dressing, treating unstructured data as a first-class citizen, verticalizing data and analytical models, and optimizing customer-level decisions.
A: Vendors marked as nonparticipating vendors in the Forrester Wave graphic met the defined inclusion criteria but declined to participate in or contributed only partially to the evaluation. These vendors are scored in accordance with Forrester's vendor participation policy and their positioning is published along with those of the participating vendors. The report evaluated vendors using materials provided by March 2024 and did not allow additional information after that point.