Gartner Research

Best Practices in Using Customer Data and Analytics to Uncover New Opportunities in B2B Accounts

Published: 11 March 2014

ID: G00262376

Analyst(s): Todd Berkowitz


Big data and analytics can help B2B companies realize more value from information they already have about their customers. IT leaders can work with marketers to use this information to optimize customer segmentation and target to increase share of wallet.

Table Of Contents
  • Key Challenges


  • Big Data Can Pay Dividends for B2B Marketers
  • A Process for Finding and Analyzing B2B Data
    • Identify and Consolidate Data From Relevant Sources
    • Choose the Right Analytic Solution
    • Correlate Key Customer Data Attributes
  • Using Data for Indirect Channels

Case Studies

  • Package Delivery and Transportation Company
  • Audio Communications Equipment Manufacturer
  • Summary

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