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Cinny   Little

Cinny Little

Principal Analyst Serving Customer Insights Professionals

Cinny serves customer insights (CI) 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 BA from Bowdoin College in English literature. She also holds an M.Mus. from New England Conservatory.

Cinny Little

Principal Analyst Serving Customer Insights Professionals

Cinny serves customer insights (CI) 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 BA 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: Deliver The Metrics That Matter With The Objectives And Key Results Framework

    Beginner Level: Process Practices For Insights-Driven Businesses

    June 1, 2020Cinny Little

    Firms must transform into insights-driven businesses to remain competitive. Insights-driven businesses use data for insights that are always actionable. Customer insights (CI) pros should use the objectives and key results (OKRs) framework to help them align with business teams on the metrics that matter. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: New Tech: AI-Enabled Consumer Intelligence Solutions, Q2 2020

    Forrester's Landscape Overview Of 26 Providers

    May 28, 2020Cinny Little, Christian Austin

    Your customers want what they want, when and where they want it. It's not enough to just keep up with them; you must also be out ahead. Consumer intelligence solutions power that by breaking down data silos. These solutions enable onboarding of both external data (e.g., social, website, third-party data) and internal data (e.g., CRM, surveys). This report for customer insights (CI) pros outlines this emerging market, featuring 22 vendors and several established vendors.

  • For Customer Insights Professionals

    REPORT: Use The Five-Step Playbook For Data And Insights Storytelling To Drive Actions That Matter

    Beginner Level: People Practices For Insights-Driven Businesses

    January 6, 2020Cinny Little

    Investment in data and technology continues to rise, as does getting more data into more hands that generate more insights. But that's not turning into parallel growth in applying those insights to actions that improve business outcomes. Data storytelling enables customer insights (CI) pros to break through this untenable dynamic. 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, approaches, and examples.

  • For Customer Insights Professionals

    REPORT: Optimize Customer Experience With A Digital Intelligence Business Case

    Business Case: The Digital Intelligence Playbook

    January 3, 2020Cinny Little, James McCormick

    Today's digital analytics practices are advancing the 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 revises it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: Transform Customer Engagement With A Digital Intelligence Vision

    Vision: The Digital Intelligence Playbook

    November 21, 2019 James McCormick, Cinny Little

    The opportunity to engage customers digitally has never been greater — but so is the cost of failing to meet their expectations. Current digital analytics practices are siloed, tactical, and fixated on channel-obsessed dashboard reporting that's not actionable. This report describes Forrester's vision of digital intelligence: a modern competitive approach to analytics that customer insights (CI) pros can use to combine interaction insights from existing, new, and emerging channels to enable timely, customer-obsessed decision making. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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