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  • 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...

  • Report AI Aspirants: Caveat Emptor

    Tackle Third-Party Risk Head-On And Improve AI Accountability
    August 12, 2020 | Brandon Purcell

    A lack of accountability in AI can result in regulatory fines, brand damage, and lost customers. This report advises business insights pros on how to improve their companies' AI accountability by...

  • Report Now Tech: Customer Analytics Technologies, Q1 2020

    Forrester's Overview Of 33 Customer Analytics Providers
    March 25, 2020 | Brandon Purcell

    You can use customer analytics technologies to increase customer lifetime value (CLV), drive loyalty, and improve the customer experience (CX). But to realize these benefits, you'll first have to...

  • Webinar The Best Of Times And The Worst Of Times For Customer Segmentation

    March 2, 2020 | Brandon Purcell

    Customer segmentation has long been a cornerstone of marketing campaigns, giving enterprises a way to partition their customer bases and plan interactions with them. However, in light of growing...

  • Report Pick A Powerful Pilot To Propagate Customer Analytics

    Business Case: The Customer Analytics Playbook
    February 5, 2020 | Brandon Purcell, Emily Miller

    While most companies understand the importance of transforming data into insights, many struggle to get their customer analytics practice off the ground. They're missing out on a huge opportunity....

  • Report Advance Your Customer Analytics Maturity

    Roadmap: The Customer Analytics Playbook
    February 4, 2020 | Brandon Purcell, Emily Miller

    Customer insights (CI) pros looking to stand up or advance their enterprise customer analytics functions face many challenges. Disparate data, a lack of stakeholder support for analytics, and...

  • Report The Best Of Times And The Worst Of Times For Segmentation

    Overthrow Traditional Customer Segmentation In The Personalization Revolution
    December 10, 2019 | Brandon Purcell

    Customer segmentation has long been a cornerstone of marketing campaigns, giving enterprises a way to partition their customer bases and plan interactions with them. However, in light of growing...

  • Report Research Overview: Customer Analytics Technologies And Services

    Tools And Technology: The Customer Analytics Playbook
    November 12, 2019 | Brandon Purcell

    Customer analytics is a key part of powering an insights-driven business. To derive insights and take effective actions, customer insights (CI) leaders must partner with both technology and service...

  • Report The State Of Customer Analytics 2019

    Landscape: The Customer Analytics Playbook
    November 5, 2019 | Brandon Purcell, Emily Miller

    In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability. Compared with our 2018 benchmarks, we see firms adopting more analytical techniques...

  • Report Make Customer Lifetime Value Your Polaris For Long-Term Growth

    This Customer-Obsessed Metric Brightens The Path To Profitability
    September 26, 2019 | Brandon Purcell, Allison Snow

    Customer lifetime value (CLV) — isn't new, but it's gaining traction as customer insights (CI) professionals seek to maximize efficiency, demonstrate economic value, and leverage advances in data...

  • Report How To Calculate Customer Lifetime Value For Your Business

    Choose Your Own CLV Adventure From Four Different Approaches
    September 26, 2019 | Brandon Purcell, Allison Snow

    Customer lifetime value (CLV) is a crucial metric for companies because it allows them to predict the future profitability of their customers, yet firms struggle to calculate it. This report...

  • Report The Forrester Wave™: Customer Analytics Service Providers, Q2 2019

    The 12 Providers That Matter Most And How They Stack Up
    May 30, 2019 | Brandon Purcell

    In our 33-criterion evaluation of customer analytics service providers, we identified the 12 most significant ones — Allant Group, Clarity Insights, CSS Corp, EXL Service, Fractal Analytics,...

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

    May 29, 2019 | Brandon Purcell

    The next analytical paradigm has arrived: introducing the next best experience (NBX). The NBX is the fourth iteration of the “next best” saga — preceded by next best product,...

  • Report Score Big With Fanalytics

    How Advanced Customer Analytics Drives Better Fan Engagement In Sports
    April 26, 2019 | Brandon Purcell, Emily Miller

    Like in many other industries, harnessing data and technology in the pro sports world is now an imperative. Sports industry pros use technologies like AI and machine learning for customer analytics...

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

    Vision: The Customer Analytics Playbook
    April 3, 2019 | 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 Turn Data Into Insights With Customer Analytics

    Executive Overview: The Customer Analytics Playbook
    February 1, 2019 | Brandon Purcell, Emily Miller

    The scale and diversity of customer data provide rich new sources of insight that let firms engage with customers in new ways and enable the digital disruption of entire industries. Today's...

  • Report How Analytics Drives Customer Life-Cycle Management

    February 1, 2019 | Brandon Purcell

    With the growing importance of customer insights (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business...

  • Report The State Of Customer Analytics 2018

    Benchmarks: The Customer Analytics Playbook
    December 4, 2018 | Brandon Purcell, Emily Miller

    To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 144 North American analytics and...

  • Report Evoke Trust With Explainable AI

    Balance Transparency With Accuracy To Increase Stakeholder Adoption And Mitigate Risk
    November 1, 2018 | Brandon Purcell, Rob Koplowitz, Christopher McClean

    The promise of AI is rapidly materializing; however, not all AI is created equal. Some machine learning algorithms are transparent, allowing brands to see how they make decisions, while others are...

  • Webinar Engender Stakeholder Trust With Explainable AI

    November 1, 2018 | Brandon Purcell

    Not all artificial intelligence (AI) is created equal. Some machine learning algorithms are completely transparent and easily auditable, while others produce opaque models. This...

  • Report The Forrester Tech Tide™: Artificial Intelligence For Business Insights, Q3 2018

    14 Technologies Underpin Business Insights
    September 28, 2018 | Brandon Purcell

    AI technologies are evolving fast and growing increasingly critical to firms' ability to win, serve, and retain customers. The imperative exists for these firms not to just adopt a singular AI tech...