Brandon   Purcell

Brandon Purcell

Principal Analyst Serving Customer Insights Professionals

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 B.A. in English and creative writing from Dartmouth College.

Brandon Purcell

Principal Analyst Serving Customer Insights Professionals

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 B.A. in English and creative writing from Dartmouth College.

Brandon Purcell's Research

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: The Best Of Times And The Worst Of Times For Segmentation

    Overthrow Traditional Customer Segmentation In The Personalization Revolution

    December 10, 2019Brandon Purcell

    Customer segmentation has long been a cornerstone of marketing campaigns, giving enterprises a way to partition their customer bases and plan interactions with them. However, in light of growing customer expectations for personalized experiences and the availability of AI technologies to enable smarter insights about these customers, it's time for marketers and CI pros to rethink their segmentation strategies. This report identifies and explores the differences between two types of segmentation — customer and consumer — and why CI pros should eschew traditional methods in favor of a more personalized approach.

  • For Customer Insights Professionals

    REPORT: Research Overview: Customer Analytics Technologies And Services

    Tools And Technology: The Customer Analytics Playbook

    November 12, 2019Brandon Purcell

    Customer analytics is a key part of powering an insights-driven business. To derive insights and take effective actions, customer insights (CI) leaders must partner with both technology and service providers. This research overview report curates Forrester's customer analytics technology and services research to help CI pros understand the landscape and shortlist providers that meet their specific business needs.

  • For Customer Insights Professionals

    REPORT: The State Of Customer Analytics 2019

    Landscape: The Customer Analytics Playbook

    November 5, 2019Brandon Purcell, Emily Miller

    In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability. Compared with our 2018 benchmarks, we see firms adopting more analytical techniques for deeper customer understanding, and methods like customer lifetime value (CLV) and next best action are indicators of high customer analytics sophistication. In terms of sophistication, we also uncovered three key levels — leaders, followers, and laggards — and continue to see increasing analytics maturity.

  • For Customer Insights Professionals

    REPORT: Make Customer Lifetime Value Your Polaris For Long-Term Growth

    This Customer-Obsessed Metric Brightens The Path To Profitability

    September 26, 2019Brandon Purcell, Allison Snow

    Customer lifetime value (CLV) — isn't new, but it's gaining traction as customer insights (CI) professionals seek to maximize efficiency, demonstrate economic value, and leverage advances in data management for strategic purposes like customer experience improvement. CI pros should read this report to understand how CLV can be a unifying metric in the path profitability.

  • For Customer Insights Professionals

    REPORT: How To Calculate Customer Lifetime Value For Your Business

    Choose Your Own CLV Adventure From Four Different Approaches

    September 26, 2019Brandon Purcell, Allison Snow

    Customer lifetime value (CLV) is a crucial metric for companies because it allows them to predict the future profitability of their customers, yet firms struggle to calculate it. This report suggests a progressive approach to calculating CLV and introduces four industry-standard models to help customer insights (CI) pros get started.

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Webinar: The Best Of Times And The Worst Of Times For Customer Segmentation

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