Brandon Purcell

Senior Analyst serving Customer Insights PROFESSIONALS

Brandon serves Customer Insights Professionals, covering customer analytics and artificial intelligence. His work helps organizations derive meaningful insights from customer data to attract and retain customers, increase customer loyalty and profitability, and inform product development and service delivery. His research agenda includes customer analytics and artificial intelligence strategy, innovation and best practices, skill development, and vendor evaluation.

Previous Work Experience

Prior to joining Forrester, Brandon led the data science team at a boutique consulting firm, helping marketers derive actionable insights from their customer and marketing data. As a data scientist, Brandon employed advanced customer analytics techniques such as predictive modeling and text analytics to address his clients’ business challenges. His engagements included helping a large retail bank develop a voice-of-the-customer program and creating a patented predictive location algorithm using geospatial data from mobile devices. His extensive analyses of the Consumer Financial Protection Bureau’s Consumer Complaint Database have been featured in Bloomberg, Forbes, and The Financial Brand.

Brandon spent many years as a financial specialist on the floors of the American Stock Exchange and Chicago Board Options Exchange. He also spent two years as a Peace Corps volunteer teaching English in the Republic of Benin in West Africa.


Brandon holds an MBA from the Haas School of Business at U.C. Berkeley and a B.A. in English and creative writing from Dartmouth College.

Brandon Purcell's Research

  • For Customer Insights Professionals

    Report: The Top Emerging Technologies In Artificial Intelligence

    AI is poised to completely reframe how businesses operate and consumers interact. For CI pros, AI will soon share both the computational and sensory workload required for customer understanding....

  • For Customer Insights Professionals

    Report: Q&A: The Secrets Of Successful Segmentation Revealed

    In the age of the customer, one size fits few. Customer segmentation provides the key to delivering relevant customer experiences, but many customer insights (CI) pros haven't yet mastered segme...

  • For Customer Insights Professionals

    Report: TechRadar™: Artificial Intelligence Technologies And Solutions, Q1 2017

    Artificial intelligence (AI) has been around since the 1950s and become increasingly popular over the past few years due to advances in deep learning and data storage and processing. With the la...

  • For Application Development & Delivery Professionals

    Report: TechRadar™: Artificial Intelligence Technologies, Q1 2017

    Artificial intelligence (AI) is an old idea. But a broad set of important technologies is emerging, which big data, cloud storage, and compute have enabled. AI is a liberatory technology at its ...

  • For Customer Insights Professionals

    Report: Close The Insights-To-Action Gap With A Clear Implementation Plan

    Many companies still struggle to realize value from predictive analytics despite considerable investments in technology and human capital. This is largely due to the "insights-to-action gap" — t...

View all of Brandon Purcell's Research

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