Why Read This
As customers effortlessly move across digital touchpoints and as marketing campaigns span an increasing number of channels, the need for comprehensive analytics has never been greater. But practitioners struggle to break free of legacy analytics approaches that weren't designed to handle the complexity of today's multichannel interactions, exploding data volumes, and challenges in fostering direct connections between analytics and action. Now is the time for customer insights (CI) professionals to help their firms seize the competitive initiative by building a digital intelligence strategy that sets free the value of the existing mass of digital customer data and insights. This report was originally published on April 27, 2012 under the title "Strategic Plan: The Digital Intelligence Playbook." Forrester reviews and updates it periodically for continued relevance and accuracy, and most recently substantially revised it to factor in trends and examples observed from recent briefings and client advisories and inquiries.