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For Customer Insights Professionals

Optimize Digital Intelligence For Your Insights-Driven Business

Vision: The Digital Intelligence Playbook

November 10, 2017

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This is the Vision report in The Digital Intelligence Playbook For 2017.

Why Read This Report

The opportunity to engage customers digitally has never been greater — but so is the threat of not meeting their expectations and losing out to competitors that do. Current digital analytics practices are siloed, tactical, and fixated on channel-obsessed dashboard reporting that is not actionable. This report describes Forrester's vision of digital intelligence: a modern competitive approach to analytics that customer insights (CI) professionals can use to combine insights from existing, new, and emerging channels to enable timely, customer-obsessed decision making. This is an update of a previously published report entitled "Optimize Customer Experiences With Digital Intelligence"; Forrester reviews and updates it periodically for continued relevance and accuracy. This update factors in advances in the business impact of traditional web analytics practices and current trends in the adoption of digital intelligence practices.

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Table of Contents

  • Traditional Digital Analytics Doesn't Support Today's Customer Needs
  • Digital Intelligence Delivers Customer-Obsessed Experiences At Scale
  • Digital Intelligence Stands On Four Strategic Pillars
  • What It Means

  • Digital Intelligence Disrupts The Analytics Market
  • Related Research Documents

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