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 Insights Center Of Excellence To Orchestrate Analytics Across Organizational Silos

    Organization: The Customer Analytics Playbook

    January 4, 2019Cinny Little

    Customer insights (CI) pros struggle with how to mature their capabilities in driving more actions from data and insights. How you organize affects your success. This report shows that 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.

  • For Customer Insights Professionals

    REPORT: Measure Your Digital Intelligence Maturity

    Assessment: The Digital Intelligence Playbook

    December 12, 2018Cinny Little, James McCormick

    Digital intelligence (DI) is advancing, but firms must speed up their progress to remain competitive and catch up with insights-driven businesses. Many firms are stymied by the breadth and depth of DI requirements needed to keep pace with changing customer expectations and digital behaviors. This report provides customer insights (CI) pros 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.

  • For Customer Insights Professionals

    REPORT: Optimize Customer Experience With A Digital Intelligence Road Map

    Road Map: The Digital Intelligence Playbook

    November 26, 2018Cinny 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 — and it's the critical next step for digital analytics today. Forrester has devised the strategic road map in this report to help customer insights (CI) pros accelerate their digital intelligence journey. 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: Combine Digital Measurements For Intelligent Engagement

    Performance Management: The Digital Intelligence Playbook

    November 12, 2018Cinny Little, James McCormick

    Customer insights (CI) professionals have a wealth of data resources and technology at their disposal to measure digital customer interactions. But many programs still fail to capture a complete set of metrics, leaving you blind to how your customers' perception of your digital experience affects their relationship with you. Read this report to hone your measurement programs and get the holistic view of customer experience (CX) that everyone needs. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy, most recently to reflect our latest research on the business impact and adoption of digital analytic practices.

  • For Customer Insights Professionals

    REPORT: Inject Digital Intelligence Into Your Insights-Driven Business

    Vision: The Digital Intelligence Playbook

    November 9, 2018 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; Forrester reviews and updates it periodically for continued relevance and accuracy.

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