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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

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  • 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.

  • For Customer Insights Professionals

    REPORT: Personalize Customer Experience With A Digital Intelligence Business Case

    Business Case: The Digital Intelligence Playbook

    July 20, 2017Cinny Little, James McCormick

    Today's digital analytics practices are advancing their ability to take actions on insights about customers' digital behavior. But that's not enough: Customers' expectations continue to change faster than firms' ability to measure them. This report helps customer insights (CI) professionals build value-based business cases for investment. 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 new data and examples.

  • For Customer Insights Professionals

    REPORT: More Firms Are Using The Insights Center Of Excellence To Drive Value

    Organization: The Customer Analytics Playbook

    July 19, 2017Cinny Little

    Customer insights pros struggle with how to keep maturing their capabilities and drive more actions from insights. How you organize affects your success. This report shows how the insights center of excellence has become a leading organizational model to drive customer obsession. 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 new data and examples.

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