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• Webinar The Three Change Agent Personas You Need To Drive More Decision-Making From Data

  Wednesday, April 21, 2021, 11:00 a.m.-11:40 a.m. Eastern time (16:00-16:40 GMT) | Cinny Little

  The ever-changing technology landscape — data lakes, AI, augmented analytics — broaden insights pros’ ability to drive more actions that matter. Yet, that’s not happening as...

• Report Cast A Wide Behavioral Data Net To Fuel AI-Powered B2B Marketing

  Pay More Attention To What Your Prospects Do Than To What They Say

  March 30, 2021 | Steven Casey

  AI has quickly progressed from a promising enabling technology found in a few B2B applications to a staple of modern marketing technology (martech). To succeed with AI-powered marketing, B2B...

• Report The State Of Customer Analytics 2020

  Landscape: The Customer Analytics Playbook

  March 11, 2021 | Brandon Purcell

  In this annual report update, we share key data so customer insights (CI) pros can benchmark to plan their capabilities. Compared with our 2019 benchmarks, we see firms adopting more analytical...

• Report The Forrester Tech Tide™: Digital Intelligence Technologies, Q1 2021

  Sixteen Technologies Underpin Digital Intelligence

  March 2, 2021 | James McCormick

  Digital intelligence (DI) practices are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in DI, companies are evaluating and...

• Report Deploy These Three Change Agent Personas To Drive More Decision-Making From Data

  Intermediate Level: People Practices For Insights-Driven Businesses

  February 26, 2021 | Cinny Little

  Customer insights (CI) pros, along with all business and operations areas, struggle to drive more decision-making that matters from data and insights. To remain competitive, firms must accelerate...

• Report Evolve Data And Analytics Roles And Skills For The Adaptive Enterprise

  Advanced Level: People Practices For Insights-Driven Businesses

  February 26, 2021 | Boris Evelson, Cinny Little

  Insights-driven businesses (IDBs) must continuously build and improve on five competencies: strategy, people, process, data, and technology. Weaknesses and gaps in any one of the competencies —...

• Report Break Through Data Governance Fatigue

  A Framework For Effectiveness And Sustainability

  February 25, 2021 | Michele Goetz

  Data governance was never about the data. It was about your business. Focusing on command and control cultures, bureaucracy, complexity, and technology has hobbled data governance success....

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  Playbook The Insights-Driven Business Playbook

  Build An Insights-Driven Business

  Harnessing and applying data and analytics at every opportunity to differentiate your products and customer experiences is fast becoming a prerequisite for success. But setting up the technology...

• Report Come Together (Right Now) To Deliver The Next Best Experience

  Vision: The Customer Analytics Playbook

  February 12, 2021 | Brandon Purcell

  We're living in the age of the customer, so it's understandable that many companies are striving — and claiming — to be customer obsessed. Yet many still fall short of creating superior customer...

• Report Forrester Infographic: Advanced Insights-Driven Businesses Stand Apart

  Benchmarks: The Insights-Driven Business Playbook

  February 11, 2021 | James McCormick, Srividya Sridharan

  Advanced insights-driven businesses differ from beginners in their people, technology, and process practices. They even report enviable revenue growth compared to beginners. This infographic uses...

• Report AI 2.0: Upgrade Your Enterprise With Five Next-Generation AI Advances

  Advanced Level: Technology Practices For Insights-Driven Businesses

  February 9, 2021 | Kjell Carlsson, PhD, Brandon Purcell, Mike Gualtieri

  Just when you thought you knew what AI could and couldn't do, it quietly gets a radical upgrade. Five key advances redefine AI use cases and break the chains that have shackled enterprise AI...

• Report Transform Customer Engagement In These Disruptive Times With A Digital Intelligence Vision

  Vision: The Digital Intelligence Playbook

  January 13, 2021 | James McCormick

  The opportunity to engage customers digitally has never been greater — but so is the cost of failing to meet their expectations. Many digital analytics practices are siloed, tactical, and fixated...

• Report AI-Driven Experiences At The Speed Of Engagement

  Executive Overview: The Digital Intelligence Playbook

  January 12, 2021 | James McCormick

  Insights-driven businesses have an edge on the rest of us: Their digital intelligence (DI) practices synchronize digital analytics with digital interactions to continuously deliver optimized...

• Report Chief Data Officers: Evolve Your Teams To Accelerate Impact From Data Insights

  January 5, 2021 | Jennifer Belissent, PhD

  In many organizations, the chief data officer (CDO) role has evolved to become more of a chief insights officer with purview over both data and analytics. With a single role responsible for the...

• Report Determine Your Data's Worth: Data Plus Use Equals Value

  Intermediate Level: Strategy Practices For Insights-Driven Businesses

  January 4, 2021 | Jennifer Belissent, PhD

  As the data economy heats up, the fear of being left behind leaves company execs in a cold sweat. Board members ask about data commercialization strategies, and the question that's top of mind for...

• Report The Future Of The Empowered Consumer In The US

  The Past Decade Of Consumer Evolution Shows That Consumers Want New Choices, More Immersive Experiences, And Greater Purpose

  December 15, 2020 | Anjali Lai

  People rebound from crises by discovering and flexing their muscles of empowerment. For over 20 years, we've used hundreds of thousands of global consumer surveys to measure the drivers and...

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  Webinar Digital Experience Is Part Of Your Job

  December 10, 2020 | Rich Lane

  Digital experience monitoring (DEM) is key to understanding how digital users are interacting with your services. Business users own the digital experience (DX) strategy, but they're beholden to...

• Report Build An Insights-Driven Business

  The Executive Overview Of The Insights-Driven Business Playbook

  December 9, 2020 | Srividya Sridharan, Gene Leganza

  In a hypercompetitive business environment and the post-pandemic world, applying data and analytics at every chance to differentiate products and customer experiences is a prerequisite for success....

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  Webinar Customer Insights Predictions 2021

  December 2, 2020 | Gene Leganza, Faith Adams, Cinny Little

  Forrester has solid data that shows that insights-driven firms outperform their peers, and our year-on-year data shows that advanced firms are widening the gap even further. Why? If 2020 has taught...

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  Webinar Deconstructing The Forrester Wave™: Social Listening Platforms, Q4 2020

  November 17, 2020 | Jessica Liu, Sarah Dawson

  Social listening platforms' value extends beyond the marketing department to public relations, consumer insights, market research, customer service, and product teams. Brands can apply social...

• Report Measure Your Digital Intelligence Maturity

  Assessment: The Digital Intelligence Playbook

  November 2, 2020 | Cinny Little, James McCormick

  Digital intelligence (DI) is advancing, but firms must speed their progress to remain competitive and catch up with insights-driven businesses. The breadth and depth of DI requirements to keep pace...

• Report Optimize Customer Experience With A Digital Intelligence Roadmap

  Roadmap: The Digital Intelligence Playbook

  October 27, 2020 | Cinny Little, James McCormick

  Tracking and understanding the interactions with your customers as they digitally engage across channels is hard enough. Using that understanding to take actions that optimize their experiences...

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  Webinar How The Insights Center Of Excellence Powers The Adaptive Enterprise

  October 21, 2020 | Cinny Little

  Customer insights (CI) pros continue to struggle with driving more actions from data and insights. An insights center of excellence (COE), also called a hub-and-spoke model, is the leading...

• Report Research Overview: Customer Analytics Technologies And Services

  Tools And Technology: The Customer Analytics Playbook

  September 30, 2020 | Brandon Purcell

  Customer analytics is the engine of a customer-centric, insights-driven business. To derive meaningful insights from data and take effective actions, customer insights (CI) leaders partner with...

• Report Gauge Your Customer Analytics Maturity

  Assessment: The Customer Analytics Playbook

  September 14, 2020 | Brandon Purcell

  Customer analytics powers customer obsession by helping insights-driven businesses understand their customers and drive growth. While advanced statistical techniques form the backbone of customer...