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 CIO Professionals

    REPORT: The Top Emerging Technologies To Watch 2018

    July 11, 2018 Brian Hopkins, Christian Austin, Andre Kindness, James Staten, Brandon Purcell, Nate Fleming, Frank E. Gillett, Jeffrey S. Hammond, Martha Bennett, J. P. Gownder

    To outpace the competition, CIOs must keep a constant finger on the pulse of technology change. Forrester has identified 12 emerging technologies with massive disruptive potential; their impact will be seen across a range of products, services, and solutions. This report helps CIOs zero in on the technologies most worthy of their focus, strategic planning, and investment.

  • For Customer Insights Professionals

    REPORT: Analyzing Analytics: Measure The Impact Of Customer Analytics To Prove Its Value

    Performance Management: The Customer Analytics Playbook

    June 22, 2018Brandon Purcell

    Customer insights (CI) professionals may be great at building predictive models, but they often struggle to prove these models' value to the business. This report gives CI pros a framework for quantitative and qualitative performance measurement to measure both the effectiveness of their analyses and overall business impact. 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: Pick A Powerful Pilot To Propagate Customer Analytics

    Business Case: The Customer Analytics Playbook

    June 11, 2018Brandon Purcell

    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: The Forrester Wave™: Customer Analytics Solutions, Q2 2018

    Tools And Technology: The Customer Analytics Playbook

    June 11, 2018Brandon Purcell

    In our 39-criteria evaluation of customer analytics solutions providers, we identified the nine most significant ones — Adobe, AgilOne, IBM, Manthan, NGDATA, Salesforce, SAP, SAS, and Teradata — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer insights (CI) professionals make the right choice.

  • For Customer Insights Professionals

    REPORT: Video: Apply AI To Deepen Customer Relationships

    March 22, 2018Brandon Purcell

    It's easy to jump into understanding AI from a technology lens. But before you invest in machine learning or deep-learning tools and technologies, first take a step back and identify your key business issues where AI and customer analytics can play a key role to drive customer acquisition, improve personalization, and drive retention and loyalty across each stage of their life cycle with your brand. Watch this video to get a quick primer on how AI can enhance your customer analytics opportunities.

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