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

    Beginner Level: People Practices For Insights-Driven Businesses

    October 10, 2018Cinny Little

    Despite continuous investment, customer insights (CI) professionals' data and insights practices aren't keeping up with the expectations of device-hopping customers. The fix: To remain competitive, firms must transform into 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. 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: Optimize Customer Experience With A Digital Intelligence Business Case

    Business Case: The Digital Intelligence Playbook

    October 1, 2018Cinny 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.

  • For Application Development & Delivery Professionals

    REPORT: Now Tech: Data Preparation Solutions, Q3 2018

    Forrester's Overview Of 21 Data Preparation Solutions Providers

    August 1, 2018Cinny Little

    You can use data preparation solutions to speed up and democratize the process of using data for insights and actions, inject more business knowledge into data, and ensure trusted data. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. Application development and delivery (AD&D) pros should use Forrester's Now Tech report to understand the value they can expect from a data preparation solutions provider and select vendors based on size and functionality.

  • 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.

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