Trends Report

What You Need To Go From Data Rich To Insights Driven

November 14th, 2016
Gene Leganza, null
Gene Leganza
Nasry Angel, null
Nasry Angel
With contributors:
Sharyn Leaver , Jennifer Belissent, PhD , Jun Lee


Forrester's research shows a strong correlation between higher rates of revenue growth and two factors: a better customer experience and a concerted effort to use data to be insights driven. Coincidence? Hardly. Our research into how customer-obsessed firms do what they do revealed that becoming insights driven was one of four fundamental shifts in operating principles common to successful organizations. This report shows what being insights driven looks like and lays out the fundamental enablers that enterprise architects must put in place to make that journey. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently to provide the latest survey data.

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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.