Customer experience analytics is similar to business intelligence, but is primarily focused on digital marketing and customer lifecycle, versus more general business process management.

CX analytics is the process of understanding customer behavior using market segmentation and predictive analytics. Data mining tools and customer loyalty programs are often part of comprehensive customer research and behavior prediction as well.

Of late, customer analytics and big data are commonly seen as part of the same discussion — this is a rapidly evolving area both for digital marketing and related "acquisition" tools, as well as customer lifecycle management and optimization (e.g., in the financial services and insurance verticals).