WHY READ THIS PLAYBOOK
The simple analysis of aggregated online customer interactions with websites is not enough for firms to truly understand and optimize customer experiences in the age of the customer. Digital intelligence offers an expanded swath of data, analytics, and optimization approaches that brings a more complete understanding of digital customer engagements that inform their experiences. This understanding provides a platform to further enhance and optimize engagements at the speed of the customer. Forrester's digital intelligence playbook sets the groundwork for the strategy, technologies, and best practices for customer insights (CI) professionals charged with building a digital analytics practice. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.