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.

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

  • For Customer Insights Professionals

    Report: Turn Data Into Insights With Customer Analytics

    The scale and diversity of customer data provide rich new sources of insight, letting firms engage with customers in new ways and enable the digital disruption of entire industries. Today's cust...

  • 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 — the...

  • For Customer Insights Professionals

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

    Customer insights (CI) professionals may be great at building predictive models, but they often struggle to prove their value to the business. This report gives CI pros a framework for performan...

  • For Customer Insights Professionals

    Report: Pick A Powerful Pilot To Propagate Customer Analytics

    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 opportunit...

  • For Customer Insights Professionals

    Report: Vendor Landscape: Customer Analytics Service Providers, Q2 2017

    Customer insights (CI) pros often need help turning their data into actionable insights, and they look to customer analytics service providers to meet this need. Unfortunately, in a crowded land...

  • For Customer Insights Professionals

    Report: How Analytics Drives Customer Life-Cycle Management

    With the growing importance of customer insights in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business transf...

  • For Customer Insights Professionals

    Report: Turn Data Into Insights With Customer Analytics

    The scale and diversity of customer data provide rich new sources of insight, letting firms engage with customers in new ways and enable the digital disruption of entire industries. Today's cust...

  • For Customer Insights Professionals

    Report: Deciphering A Fragmented Customer Analytics Ecosystem

    With the increased focus on insights-driven marketing, few firms have the budgets, technology capabilities, or analytical skills to advance their analytics agendas internally, and they frequentl...

  • For Customer Insights Professionals

    Report: It's Time To Raise The Bar With Analytics

    Customer analytics powers customer-obsession by helping insights-driven businesses understand their customers and drive growth. While advanced statistical techniques form the backbone of custome...

  • For Customer Insights Professionals

    Report: TechRadar™: Customer Analytics Methods, Q2 2016

    Forrester has identified 15 key customer analytics methods that customer insights (CI) professionals must master. CI professionals are faced with tough decisions about which combination of metho...

View all of Brandon Purcell's Research

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