Brandon   Purcell

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

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

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: How Analytics Drives Customer Life-Cycle Management

    Vision: The Customer Analytics Playbook

    November 2, 2017Brandon Purcell, Srividya Sridharan

    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 transformation. However, marketers predominantly enable measurement and analytics infrastructure to serve the needs of customer acquisition, with a limited view toward the entire customer life cycle. Forrester recommends that CI pros deploy various analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior. 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 State Of Customer Analytics 2017

    Benchmarks: The Customer Analytics Playbook

    September 25, 2017Brandon Purcell

    To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 229 customer analytics and measurement pros. In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability. Compared with our 2016 benchmarks, we see firms adopting more analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication — leaders, followers, and laggards.

  • For Customer Insights Professionals

    REPORT: The Forrester Wave™: Customer Analytics Service Providers, Q3 2017

    These 10 Providers Transform Big Customer Data Into Big Value

    September 25, 2017Brandon Purcell

    In our 33-criteria evaluation of customer analytics service providers, we identified the 10 most significant ones — Allant Group, BRIDGEi2i Analytics Solutions, Clarity Insights, CSS Corp, Experfy, Fractal Analytics, Genpact, LatentView Analytics, Mu Sigma, and Tiger Analytics — 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: Turn Data Into Insights With Customer Analytics

    Executive Overview: The Customer Analytics Playbook

    August 15, 2017Brandon Purcell

    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 customer analytics practitioners are no longer data geeks feeding the marketing funnel —they are providing insights across the customer life cycle. CI pros can use customer analytics to extend their value and become strategic business partners. Forrester's customer analytics playbook lays out the best practices, strategies, and technologies that make analytics a core customer insights capability. 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: Close The Insights-To-Action Gap With A Clear Implementation Plan

    Processes: The Customer Analytics Playbook

    August 14, 2017Brandon Purcell

    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 disconnect between analytical insights and operational processes. This disappoints senior leaders and frustrates data scientists. This report outlines how customer insights (CI) professionals should implement the results of their predictive analytics initiatives to bridge this gap. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in more recent data about customer analytics adoption and challenges.

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