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: Use The Goal-KPI-Action-Data (GKAD) Framework To Align, Measure, And Act

    Beginner Level: Process Practices For Insights-Driven Businesses

    May 17, 2019Cinny Little

    Firms must transform into insights-driven businesses. These businesses use data for insights that are always actionable, and they make insights-to-action a team sport. They accomplish this by aligning across silos on the outcomes that matter most and applying actionable insights to optimizing them. This report provides a framework that customer insights pros can use to align business, operations, data, and technology colleagues on common goals. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CIO Professionals

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

    The Strategy Report In The Insights-Driven Business Playbook

    May 14, 2019Cinny Little

    Being 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. But enterprise-level transformation is complex and expensive. It's hard to know where to begin, how to define the end state, and how to avoid getting lost along the way. In this report, we describe four steps for creating a strategy to become insights driven for CIOs to use in building a plan that succeeds. This is an update of a previously published report; Forrester refreshes this report regularly based on new research.

  • For Customer Insights Professionals

    REPORT: Optimize Customer Experience With A Digital Intelligence Road Map

    Road Map: The Digital Intelligence Playbook

    April 1, 2019Cinny Little, James McCormick

    Tracking and understanding the interactions with your customers as they digitally engage across channels is hard enough. Using that understanding to take actions that optimize their experiences across multiple digital channels is even harder — but it's the critical next step for digital analytics today. In this report, Forrester has devised a strategic road map to help customer insights (CI) pros accelerate their digital intelligence journey. 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: Measure Your Digital Intelligence Maturity

    Assessment: The Digital Intelligence Playbook

    March 21, 2019Cinny Little, James McCormick

    Digital intelligence (DI) is advancing, but firms must speed their progress to remain competitive and catch up with insights-driven businesses. The breadth and depth of DI requirements to keep pace with customers' changing expectations and digital behaviors stymie many firms. This report provides customer insights (CI) pros with a self-assessment and scoring model that complements and feeds Forrester's DI road map report. 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: Market And Competitive Intelligence (M&CI) Solutions, Q1 2019

    Forrester's Landscape Overview Of 27 Providers

    March 7, 2019Cinny Little, Elizabeth Cullen

    A new crop of emerging technologies is turbocharging market and competitive intelligence (M&CI) professionals' ability to scale delivery of actionable insights. This report presents an overview of emerging vendors in the M&CI solutions market. Customer insights pros who work in M&CI should use it to understand the capabilities within different market segments to inform their technology strategies.

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