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Brandon   Purcell

Brandon Purcell

Principal 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.

Education

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

Principal 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.

Education

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

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: Now Tech: Customer Analytics Technologies, Q1 2020

    Forrester's Overview Of 33 Customer Analytics Providers

    March 25, 2020Brandon Purcell

    You can use customer analytics technologies to increase customer lifetime value (CLV), drive loyalty, and improve the customer experience (CX). But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. Customer insights (CI) professionals should use this report to understand the value they can expect from a customer analytics provider and to select one based on size and functionality.

  • For CIO Professionals

    REPORT: Organizational Intangibles Will Make Or Break Your Data And Analytics Practice

    Vision: The Insights-Driven Business Playbook

    February 28, 2020Brandon Purcell, Srividya Sridharan, Gene Leganza

    Wondering why your insights-driven transformation is not taking off despite the right investments in technology? You're not focusing enough on the intangibles that drive this transformation forward: leadership, people, culture, and process. These intangibles will make or break how well your data strategy and analytics efforts succeed. This report for senior data and analytics leaders highlights one core intangible: establishing and maintaining trust as a data and analytics leader to truly operationalize insights-driven principles.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Impact Of Emerging Technology On Digital Experiences

    How More Than 50 Emerging Technologies Will Impact Data And Experiences For Consumers

    February 24, 2020 Julie A. Ask, Kjell Carlsson, PhD, Jeffrey S. Hammond, Ian Jacobs, Fatemeh Khatibloo, Brandon Purcell, Michael Facemire

    Forrester interviewed more than 150 companies across industries and technology categories to understand how more than 50 technologies will evolve over the next five to 10 years and assess their impact on consumer digital experiences. This research will help professionals building digital experiences to make smart technology decisions that are tuned to what the technology can reasonably deliver and what consumers expect and will use.

  • For Customer Insights Professionals

    REPORT: Pick A Powerful Pilot To Propagate Customer Analytics

    Business Case: The Customer Analytics Playbook

    February 5, 2020Brandon Purcell, Emily Miller

    While most companies understand the importance of transforming data into insights, many struggle to get their customer analytics practice off the ground. They're missing out on a huge opportunity. This report provides customer insights (CI) pros with a framework for selecting a pilot project and ensuring its success to make the case for further investments in customer analytics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: Advance Your Customer Analytics Maturity

    Roadmap: The Customer Analytics Playbook

    February 4, 2020Brandon Purcell, Emily Miller

    Customer insights (CI) pros looking to stand up or advance their enterprise customer analytics functions face many challenges. Disparate data, a lack of stakeholder support for analytics, and broken processes are just a few. Where does one begin? In this report, Forrester has devised a strategic roadmap to help CI pros accelerate their customer analytics journey.

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