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: The Forrester Wave™: Customer Analytics Service Providers, Q2 2019

    The 12 Providers That Matter Most And How They Stack Up

    May 30, 2019Brandon Purcell

    In our 33-criterion evaluation of customer analytics service providers, we identified the 12 most significant ones — Allant Group, Clarity Insights, CSS Corp, EXL Service, Fractal Analytics, Genpact, LatentView Analytics, Mu Sigma, ProKarma, Tiger Analytics, Tredence, and TTEC — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer insights (CI) professionals select the right one for their needs.

  • For CIO Professionals

    REPORT: The Forrester Tech Tide™: AI, Automation, And Robotics For Customers And Employees, Q2 2019

    18 Technologies Underpin Customer And Employee Engagement

    May 16, 2019 J. P. Gownder, Brandon Purcell

    Customers want better experiences, and employees want to feel more empowered in their jobs. There are very few technologies that can play a significant role in both customer and employee engagement — AI, automation, and physical robotics technologies can play this dual role in how enterprises engage with both their customers and employees. This Forrester Tech Tide report presents an analysis of the maturity and business value of the 18 AI, automation, and robotics technology categories. This report helps CIOs shape their firm's investment approach to these technologies.

  • For Customer Insights Professionals

    REPORT: Score Big With Fanalytics

    How Advanced Customer Analytics Drives Better Fan Engagement In Sports

    April 26, 2019Brandon Purcell, Emily Miller

    Like in many other industries, harnessing data and technology in the pro sports world is now an imperative. Sports industry pros use technologies like AI and machine learning for customer analytics (or, in this case, "fanalytics") to derive deeper fan insights. In the age of the customer, you need strong fanalytics practices to understand who your fans are, serve them, and delight them to keep 'em coming back. This report outlines industry trends to help customer insights (CI) pros understand how and when they can use analytics at sporting events to improve fan engagement.

  • For Application Development & Delivery Professionals

    REPORT: The Future Of Machine Learning Is Unstoppable

    Advanced Level: Technology Practices For Insights-Driven Businesses

    April 25, 2019 Mike Gualtieri, Brandon Purcell, Kjell Carlsson, Ph.D.

    Machine learning (ML) is the fundamental building block of artificial intelligence (AI). It can make predictions. It can make decisions. It can recognize patterns. It scales enterprise "smarts" by learning from data to augment employees, customers, and applications with intelligence — artificial albeit. ML is not a passing trend; it is a megatrend that will transform business and society. Application development and delivery (AD&D) pros should read this report to understand Forrester's take on the future of enterprise machine learning.

  • For Customer Insights Professionals

    REPORT: Come Together (Right Now) To Deliver The Next Best Experience

    Vision: The Customer Analytics Playbook

    April 3, 2019Brandon Purcell

    We're living in the age of the customer, so it's understandable that many companies are striving — and claiming — to be customer obsessed. Yet many still fall short of creating superior customer experiences, even with sophisticated customer analytics in place, because of myopia and internal misalignment. The solution lies in a new customer insights paradigm: the next best experience (NBX). Customer insights (CI) pros need to reevaluate their current analytics practices and embrace the NBX model to become truly customer obsessed.

View all of Brandon Purcell's Research

Clients Who Work With Brandon Purcell Also Work With:

View all related analysts

Connect

Brief Our Analysts

Upcoming Events

Forum: Data Strategy & Insights 2019

Date: November 5, 2019
Register
View all upcoming events