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: Use The Goal-Question-Metric-Data Framework To Drive Outcomes From Data And Insights

    Beginner Level: Process Practices For Insights-Driven Businesses

    March 26, 2018Cinny Little

    Being data driven is no longer enough. To remain competitive, firms must transform into insights-driven businesses. These businesses work differently: They use data for insights that are always actionable; they continuously learn and invest strategically; and they make insights-to-action a team sport. A key success factor for insights-driven businesses is alignment on the actions and outcomes that matter most. This report provides a framework that CI pros can use along with their business, operations, data, and technology colleagues to achieve that alignment.

  • For CIO Professionals

    REPORT: Four Essential Steps To Transform To An Insights-Driven Business

    The Strategy Report In The Insights-Driven Business Playbook

    January 11, 2018Cinny Little

    Insights driven is not just new terminology for big data; it's an operational transformation that firms must pivot to now or risk losing out to competitors old and new. Enterprise-level transformation is never easy, and it's hard to know where to begin, how to define the end state, and how to minimize getting lost along the way. In this report, we describe four steps for creating a strategy for transformation to insights driven for CIOs to use in building a plan that succeeds.

  • For Customer Insights Professionals

    REPORT: Improve Your Storytelling With Data Visualization Best Practices

    December 28, 2017 Boris Evelson, Cinny Little

    As data volumes skyrocket and information becomes more complex, business intelligence (BI) and analytics tools use data visualization to help users move from insights to action by leveraging people's ability to visually detect meaningful patterns. Data visualization best practices go beyond technology and involve disciplines like the psychology of visual perception and graphical design. This report introduces a practical checklist to help customer insights (CI) pros improve both business stakeholders' experience and their ability to interpret data and make better decisions.

  • For Customer Insights Professionals

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

    Beginner Level: People Practices For Insights-Driven Businesses

    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.

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