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Brandon Purcell

Principal Analyst

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Brandon serves Customer Insights Professionals, covering customer analytics and artificial intelligence. His work helps organizations derive meaningful insights from customer data to attract and retain customers, increase customer loyalty and profitability, and inform product development and service delivery. His research agenda includes customer analytics and artificial intelligence strategy, innovation and best practices, skill development, and vendor evaluation.

Previous Work Experience

Prior to joining Forrester, Brandon led the data science team at a boutique consulting firm, helping marketers derive actionable insights from their customer and marketing data. As a data scientist, Brandon employed advanced customer analytics techniques such as predictive modeling and text analytics to address his clients’ business challenges. His engagements included helping a large retail bank develop a voice-of-the-customer program and creating a patented predictive location algorithm using geospatial data from mobile devices. His extensive analyses of the Consumer Financial Protection Bureau’s Consumer Complaint Database have been featured in Bloomberg, Forbes, and The Financial Brand.

Brandon spent many years as a financial specialist on the floors of the American Stock Exchange and Chicago Board Options Exchange. He also spent two years as a Peace Corps volunteer teaching English in the Republic of Benin in West Africa.

Education

Brandon holds an MBA from the Haas School of Business at U.C. Berkeley and a BA in English and creative writing from Dartmouth College.

Brandon serves Customer Insights Professionals, covering customer analytics and artificial intelligence. His work helps organizations derive meaningful insights from customer data to attract and retain customers, increase customer loyalty and profitability, and inform product development and service delivery. His research agenda includes customer analytics and artificial intelligence strategy, innovation and best practices, skill development, and vendor evaluation.

Previous Work Experience

Prior to joining Forrester, Brandon led the data science team at a boutique consulting firm, helping marketers derive actionable insights from their customer and marketing data. As a data scientist, Brandon employed advanced customer analytics techniques such as predictive modeling and text analytics to address his clients’ business challenges. His engagements included helping a large retail bank develop a voice-of-the-customer program and creating a patented predictive location algorithm using geospatial data from mobile devices. His extensive analyses of the Consumer Financial Protection Bureau’s Consumer Complaint Database have been featured in Bloomberg, Forbes, and The Financial Brand.

Brandon spent many years as a financial specialist on the floors of the American Stock Exchange and Chicago Board Options Exchange. He also spent two years as a Peace Corps volunteer teaching English in the Republic of Benin in West Africa.

Education

Brandon holds an MBA from the Haas School of Business at U.C. Berkeley and a BA in English and creative writing from Dartmouth College.

Brandon Purcell's Most Recent Research

Research

Introducing Forrester's Periodic Table Of Insights

Catalyze Impact By Combining Various Insights Elements
May 6th, 2021 | Brandon Purcell

Customer experience (CX) leaders who would like to become insights driven need to familiarize themselves with the different techniques that analysts and...

4 min read
Research

Illuminate The Customer Experience With Customer Insights

Insights-Driven CX Leaders Collect And Analyze Data For Customer Insights
May 6th, 2021 | Brandon Purcell

To become customer obsessed, a company must understand how its customers behave, what motivates them, and how they feel about their experiences. Today...

8 min read
Research

Now Tech: Customer Analytics Service Providers, Q2 2021

Forrester's Overview Of 40 Customer Analytics Service Providers
April 20th, 2021 | Brandon Purcell

You can use customer analytics service providers to solidify your customer data foundation, build and deploy analytical models, and embed insights into...

5 min read
Research

The State Of Customer Analytics 2020

Landscape: The Customer Analytics Playbook
March 11th, 2021 | Brandon Purcell

In this annual report update, we share key data so customer insights (CI) pros can benchmark to plan their capabilities. Compared with our 2019 benchmarks...

11 min read
Research

Come Together (Right Now) To Deliver The Next Best Experience

Vision: The Customer Analytics Playbook
February 12th, 2021 | Brandon Purcell

We're living in the age of the customer, so it's understandable that many companies are striving — and claiming — to be customer obsessed. Yet many still...

15 min read