Cinny   Little

Cinny Little

Senior Analyst Serving Customer Insights Professionals

Cinny serves Customer Insights Professionals, helping marketing research, digital analytics, customer analytics, and business analyst pros navigate the complexities of using data to derive actionable insights. Her research agenda includes customer intelligence and insights strategy; data preparation tools; organization and process; innovation and best practices; skill development; balancing global and local approaches; and vendor evaluation.

Previous Work Experience

Cinny is a digital CI expert with 20 years of experience in the unusual combination of insights-based strategy development and project execution, customer experience and journeys, and analytics. With both B2B and B2C experience on the client and agency sides, she has led global firms' digital transformation agenda in product management and program management for digital platforms, including eCommerce and sales enablement, voice of the customer, digital marketing, and data and analytics. Her experience comprises regulated industries, including healthcare, life sciences, and financial services, as well as consumer brands, publishing, and business services.

Education

Cinny holds an MBA from the Simmons School of Management and a B.A. from Bowdoin College in English literature. She also holds an M.Mus. from New England Conservatory.

Cinny Little

Senior Analyst Serving Customer Insights Professionals

Cinny serves Customer Insights Professionals, helping marketing research, digital analytics, customer analytics, and business analyst pros navigate the complexities of using data to derive actionable insights. Her research agenda includes customer intelligence and insights strategy; data preparation tools; organization and process; innovation and best practices; skill development; balancing global and local approaches; and vendor evaluation.

Previous Work Experience

Cinny is a digital CI expert with 20 years of experience in the unusual combination of insights-based strategy development and project execution, customer experience and journeys, and analytics. With both B2B and B2C experience on the client and agency sides, she has led global firms' digital transformation agenda in product management and program management for digital platforms, including eCommerce and sales enablement, voice of the customer, digital marketing, and data and analytics. Her experience comprises regulated industries, including healthcare, life sciences, and financial services, as well as consumer brands, publishing, and business services.

Education

Cinny holds an MBA from the Simmons School of Management and a B.A. from Bowdoin College in English literature. She also holds an M.Mus. from New England Conservatory.

Cinny Little's Research

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: Storytelling And Data Visualization Will Turbocharge Insights-Driven Action

    Establish Your Insights-Driven Practices With These Essential Skills

    November 22, 2017Cinny Little

    Despite continuous investment, customer insights professionals' data and insights practices aren't keeping up with the expectations of device-hopping customers. The fix: To remain competitive, firms must transform to being insights-driven, driving insights to actions that improve business outcomes. This report provides practical advice for data-aware firms on how to use storytelling to establish adoption of insights-driven practices.

  • For Customer Insights Professionals

    REPORT: Optimize Digital Intelligence For Your Insights-Driven Business

    Vision: The Digital Intelligence Playbook

    November 10, 2017 James McCormick, Cinny Little

    The opportunity to engage customers digitally has never been greater — but so is the threat of not meeting their expectations and losing out to competitors that do. Current digital analytics practices are siloed, tactical, and fixated on channel-obsessed dashboard reporting that is not actionable. This report describes Forrester's vision of digital intelligence: a modern competitive approach to analytics that customer insights (CI) professionals can use to combine insights from existing, new, and emerging channels to enable timely, customer-obsessed decision making. This is an update of a previously published report entitled "Optimize Customer Experiences With Digital Intelligence"; Forrester reviews and updates it periodically for continued relevance and accuracy. This update factors in advances in the business impact of traditional web analytics practices and current trends in the adoption of digital intelligence practices.

  • For Customer Insights Professionals

    REPORT: Rate Your Digital Intelligence Mastery

    Assessment: The Digital Intelligence Playbook

    September 6, 2017Cinny Little, James McCormick

    Digital intelligence (DI) is advancing, but firms must speed up progress to remain competitive and catch up with insights-driven businesses. Many firms are stymied by the breadth and depth of digital intelligence requirements needed to keep pace with changing customer expectations and digital behaviors. This report provides customer insights (CI) professionals with a self-assessment and scoring model that complements and feeds Forrester's digital intelligence road map report. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently to reflect increasing mastery levels as digital continues to grow in importance.

  • For Customer Insights Professionals

    REPORT: Build The Digital Intelligence Strategy That Will Match The Speed Of Your Customers

    Strategic Plan: The Digital Intelligence Playbook

    August 29, 2017Cinny Little, James McCormick

    To remain competitive, customer insights (CI) pros must optimize their firm's digital intelligence — the practice of continuously optimizing customer engagement with data, analytics, and insights — to keep up with the speed of the customer. This report defines a five-competency strategic plan to get you there. 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: Organize For Digital Intelligence With These Three Models

    Organization: The Digital Intelligence Playbook

    August 16, 2017Cinny Little, James McCormick

    Digital analytics teams still working in channel silos will fail to help their firms win, serve, and retain customers. This report describes the success factors and ownership models that help customer insights (CI) professionals build a digital intelligence organization to gain competitive advantage. This is an update of a previously published report; Forrester reviews and updates it periodically, most recently to provide refined organizational models and new information from research and inquiries.

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Webinar: Use Storytelling To Drive More Actions From Data And Insights

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