There are myriad software products, from complete CRM platforms that offer analytics to standalone or add-on software products that focus solely on analytics. There are analytics apps that can be added to your existing CRM platform. Or there’s the option to outsource analytics to a growing number of service providers.
“The technologies are changing rapidly. There are a zillion startups offering either new tools or technologies, so it is kind of hard to navigate,”Mike Gualtieri, an analystfor Forrester Research Inc. in Cambridge, Mass., said in a recent webcast on analytics. “There isn’t just one platform that you’re going to need.
There’s a whole ecosystem of platforms.”
Having the right people on staff who know how to use the technology is equally important, analysts say. Analytics aren’t just for statisticians anymore—they’re used by sales, marketing and customer service teams in daily decision making.