Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

Introducing Adaptive Intelligence

Why Firms Need To Share Data To Become Customer-Obsessed

May 8, 2013

Why Read This Report

Enterprises seeking to better understand their customers, market, and competitive landscape can't afford to limit their insights to only what they already know — the data they generate themselves. Nor can they hope to gain better insight simply by purchasing demographic data or target audiences from third parties. To understand the ever-changing behaviors of perpetually connected customers, firms need to become collaborative, sharing their data and insight as much as they consume those of others. This approach lets firms adapt to a fast-changing market at market speed and tap what Forrester calls adaptive intelligence. As organizations gain adaptive intelligence, not only will they outsmart their competitors, they'll also begin to productize and gain direct financial benefit from the specialized data they generate. To achieve these goals, marketing leaders must work together with business technology leaders to optimize their organization's data capture, storage, analysis, and sharing capabilities and make that data available to the global data economy. This report will define: 1) the state of adaptive intelligence, and 2) the business case for productizing an organization's data for maximum business insight and profit.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Current Data Approaches Fail
  • Perpetual Connectivity Requires Adaptive Intelligence
  • Begin To Treat Data As A Product
  • RECOMMENDATIONS

  • Identify Your Adaptive Intelligence Opportunities
  • WHAT IT MEANS

  • Customers Will Expect More From Brands
  • Related Research Documents

Recommended Research