Gartner Research

Hype Cycle for Customer Analytic Applications, 2016

Published: 26 July 2016

ID: G00290805

Analyst(s): Melissa Davis , Gareth Herschel


Improved customer experience from real-time, personalized interactions across channels and a unified customer view are top trends. This year's Hype Cycle will help data and analytics leaders prioritize investments through the maturity, adoption rates and benefits of customer analytic applications.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Real-Time Marketing
    • Personal Analytics
    • Customer Personality Analysis
    • Retail Activity Optimization
  • At the Peak
    • Customer Journey Analytics
    • Emotion Detection/Recognition
    • Mobile Marketing Analytics
    • Multichannel Location Analysis
    • Predictive B2B Marketing Analytics
    • Sales Performance Management
    • Voice of the Customer
    • Customer Engagement Center Interaction Analytics
    • Multitouch Attribution
  • Sliding Into the Trough
    • Real-Time Store Monitoring Platform
    • Virtual Customer Assistants
    • Data Management Platforms (Advertising)
    • Predictive Consumer Analytics
    • Real-Time Customer Offer Engines
    • Personalization Engines
    • Customer Engagement Center Workforce Optimization
    • Customer-Centric Merchandising & Marketing
    • Sales Analytics
    • Social Analytics
    • Cost-to-Serve Analysis
    • Price Optimization and Management for B2B
  • Climbing the Slope
    • Video/Image Analytics
    • Trade Promotion Optimization
    • Customer-Best-Next Action
    • Field Service Workforce Optimization
    • Product Portfolio and Program Management
    • Unified Price, Promotion and Markdown Optimization
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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