Digital intelligence (DI) is no longer a nice-to-have — it’s a competitive necessity. As customer expectations evolve and digital behaviors become more complex, organizations must rethink how they collect, analyze, and act on digital data. Forrester’s latest research, Measure Your Digital Intelligence Maturity, introduces a comprehensive self-assessment to help digital, CX, and analytics leaders benchmark their DI capabilities and accelerate their journey toward decision-making that matters for business and customer outcomes.

Why DI Falls Short

Despite years of investment in digital analytics and experience optimization, many firms still struggle to deliver meaningful customer and business outcomes. Why? Because DI is more than just data and technology — it’s about strategy, culture, and execution. Our research reveals that many teams:

  • Have vague or missing customer and business objectives. This leads to uncontrolled and useless digital insights.
  • Lack cross-functional collaboration and DI culture. This limits the impact of digital insights on decision-making.
  • See promise in agentic AI. Without solid DI basics, this can’t lead to success alone.

Know Where You Stand

To help organizations advance their DI capabilities, Forrester’s assessment evaluates six core dimensions: strategy and measurement, organization, data, analysis and insights, experience optimization, and technology. The assessment places organizations into one of three maturity levels:

  • Beginner. These teams need to focus on foundational success factors, strategy, buy-in, and basic capabilities.
  • Intermediate. These teams need to expand analysis capabilities and experience optimization across touchpoints and continue to develop cross-functional collaboration and DI culture.
  • Advanced. These teams operate with a well-defined DI strategy, real-time insights, and enterprisewide decision-making and optimization.

Take The Next Step

Whether you’re just starting out or evolving a mature DI program, take the Digital Intelligence Maturity Assessment to find a direction that aligns with your current situation. Use it to identify gaps, align stakeholders, and build a DI strategy that delivers measurable impact.

And if you’d like personalized guidance, schedule a session with me!