Trends Report

Sharpen Your Competitive Edge With A Digital Intelligence Strategic Plan

December 5th, 2014
With contributors:
Mary Pilecki , Samantha Ngo

Summary

As customers effortlessly move across digital touchpoints and as marketing campaigns span an increasing number of channels, the need for comprehensive analytics has never been greater. But practitioners struggle to break free of legacy analytics approaches that weren't designed to handle the complexity of today's multichannel interactions, exploding data volumes, and challenges in fostering direct connections between analytics and action. Now is the time for customer insights (CI) professionals to help their firms seize the competitive initiative by building a digital intelligence strategy that sets free the value of the existing mass of digital customer data and insights. This report was originally published on April 27, 2012 under the title "Strategic Plan: The Digital Intelligence Playbook." Forrester reviews and updates it periodically for continued relevance and accuracy, and most recently substantially revised it to factor in trends and examples observed from recent briefings and client advisories and inquiries.

Want to read the full report?

This report is available for individual purchase ($1495).

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.