Vision Report

Introducing Adaptive Intelligence

Why Firms Need To Share Data To Become Customer-Obsessed

May 8th, 2013
Fatemeh Khatibloo, null
Fatemeh Khatibloo
Eve Maler, null
Eve Maler
James Staten, null
James Staten
With contributors:
Shar VanBoskirk , Carlton A. Doty , Holger Kisker, Ph.D. , Jennifer Belissent, PhD


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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.