Customer Analytics and Business Intelligence Software

Today's companies need to know whom they're trying to sell to and which attributes buyers have that bring them closer to closing deals. Using the voice of the customer combined with customer analytics initiatives and business intelligence software aim to give companies a 360-degree view of the customer by automatically catching behaviors and turning that data into insight that could boost sales. Business intelligence software could suggest actions businesses could take by using predictive data models and data about the customer to enhance marketing and sales strategies. This section explores the role of customer analytics software in sales and marketing strategy. It looks closely at whether Salesforce’s native tools for analytics have benefits for companies in terms of integration and UI and whether third-party tools may be more effective.

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