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: 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.

  • For Customer Insights Professionals

    REPORT: The Ethics Of AI: How To Avoid Harmful Bias And Discrimination

    Build Machine Learning Models That Are Fundamentally Sound, Assessable, Inclusive, And Reversible

    February 27, 2018Brandon Purcell

    While the potential existential threat of artificial intelligence is well publicized, the threat of biased machine learning models is much more immediate. Customer insights (CI) pros must learn how to identify and prevent harmful discrimination in their models, or businesses will suffer reputational, regulatory, and revenue consequences.

  • For Customer Insights Professionals

    REPORT: Now Tech: Customer Analytics Technologies, Q1 2018

    Landscape: The Customer Analytics Playbook

    February 12, 2018Brandon Purcell

    You can use customer analytics technologies to increase acquisition, drive retention and loyalty, and improve the customer experience. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. Customer insights (CI) professionals should use Forrester's Now Tech report to understand the value they can expect from a customer analytics technology provider and select vendors based on size and functionality.

  • For Customer Insights Professionals

    REPORT: Four Levels Of Effective Analytics Planning

    Strategic Plan: The Customer Analytics Playbook

    January 22, 2018Brandon Purcell

    Customer insights (CI) professionals must build customer analytics capabilities that help companies win, serve, and retain increasingly empowered customers. To do this, they need to develop a strategic plan that outlines where to focus efforts across six key dimensions: strategy, structure, data, analytics and measurement, process, and technology. This report provides a framework to support the planning process, which will then inform the prioritization and road mapping of initiatives needed to achieve success 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: It's Time To Raise The Bar With Analytics

    Assessment: The Customer Analytics Playbook

    January 19, 2018Brandon Purcell

    Customer analytics powers customer obsession by helping insights-driven businesses understand their customers and drive growth. While advanced statistical techniques form the backbone of customer analytics, the foundation of enterprise success comes from maturity in six mission-critical components: strategy, structure, data, analytics and measurement, process, and technology. This report provides a self-assessment to help customer insights (CI) professionals determine where they fall in Forrester's customer analytics maturity model. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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