This presentation was used in an RBA webinar done in partnership with Forrester focusing on improving customer insight through digital intelligence. Key takeaways from the presentation include: What does it mean to be digitally intelligent? What are the strategic components of digital intelligence (technology, ownership, KPIs, measurement and optimization) The four levels of digital intelligence maturity within organizations

1. A Digital and Technology Consultancy
DON’T JUST THINK. KNOW.
Digital Intelligence Webinar

2. Serving Customer Insights Professionals
© 2014 Forrester Research, Inc. Reproduction Prohibited
James McCormick
Senior Analyst
@JFMcCormick

3. © 2014 Forrester Research, Inc. Reproduction Prohibited© 2014 Forrester Research, Inc. Reproduction Prohibited
Welcome To The Age Of The Customer
Image source: http://hu.wikipedia.org/wiki/VIII._Henrik_angol_kir%C3%A1ly

4. © 2014 Forrester Research, Inc. Reproduction Prohibited© 2014 Forrester Research, Inc. Reproduction Prohibited
Backward looking
Siloed customer insights
Poor customer experience
Image source: http://madwomanintheforest.com/
Traditional Analytics

5. © 2014 Forrester Research, Inc. Reproduction Prohibited
We need to be cleverer with
analytics and data
And use it to:
Scale the delivery of customer
experiences

6. © 2014 Forrester Research, Inc. Reproduction Prohibited
Digital Intelligence
The Analytics Foundation
For Optimizing Customer
Experience

7. © 2014 Forrester Research, Inc. Reproduction Prohibited
measurement and execution
What Is Digital Intelligence?

8. © 2014 Forrester Research, Inc. Reproduction Prohibited
Six Signs You Are Digitally Intelligent
Customer centric
Data agnostic
Actionable
Intelligent
Right Time
Distributed
Source: http://cdn4.edutopia.org/files/imagecache/grid-3-column/slates/michalko-tenets-creative-thinking-Thinkstock.gif
Digital
Intelligence

9. © 2014 Forrester Research, Inc. Reproduction Prohibited
Building Your Digital
Intelligence Practice

10. © 2014 Forrester Research, Inc. Reproduction Prohibited
2. Ownership Structure1. Technical Approach
3. Measurement & KPIs
4. Optimized
Experiences
Four Strategic Building Blocks Of Digital
Intelligence

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The Digital
Intelligence
Architecture
Is delivered by
multiple
technologies

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Intelligence Is Embedded In The Business
Source: “The Forrester Wave™: Online Testing Platforms, Q1 2013” client reference survey
Base: 122 respondents who use an online testing platform

13. © 2014 Forrester Research, Inc. Reproduction Prohibited
Ownership Models Vary
Source: July 11, 2014 , “Organize For Digital Intelligence” Forrester report.

14. © 2014 Forrester Research, Inc. Reproduction Prohibited
Understand Business And Customer
First
Source: July 19, 2012, “Adapting Measurement For Digital Intelligence” Forrester report
…then measure what's important

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Multiple Techniques Optimize
Experiences
Optimized
Experiences
Segmentation
AB & Multivariate
Testing
Algorithmic Based
Targeting
Rules Based
Targeting
Recommendations

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The Road To Digital
Intelligence

17. © 2014 Forrester Research, Inc. Reproduction Prohibited
Digital Intelligence Is Gaining Traction
Source: “Measure Your Digital Intelligence Maturity” Forrester report

18. © 2014 Forrester Research, Inc. Reproduction Prohibited
The Road To Digital Intelligence
Stage 1
Stage 2
Stage 3
Stage 4
Planning
Developing
Competence
Mastery

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The Future Of Digital
Intelligence Practices

20. © 2014 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 21
› Context based engagement
• Context delivers micro segmentation
• Cross device context optimization
› Continuous optimization
• Continuous segment discovery
• Automated experience creation
• Dynamic targeting based on changing user
preferences
• Conversation optimization
Future Of Digital Intelligence Practice

21. © 2014 Forrester Research, Inc. Reproduction Prohibited© 2014 Forrester Research, Inc. Reproduction Prohibited
Leverage Big Data
Source: April 2014 “The Power Of Customer Context”
To Build A
Contextual
Marketing Engine
To drive continuous
engagement

22. A Digital and Technology Consultancy
Perspectives
from the Field

23. A Digital and Technology Consultancy
Measuring with Intent – Be Actionable
• Know your business objectives
• Identify the critical few KPIs to measure success
• Have a plan to act on the data coming out of your measurement plan to
optimize the customer experience -- Don’t just report for reporting’s sake
• Start with a plan that identifies key systems that capture information and
identify any system gaps that may exist.
• Next, be mindful of integration points from system to system (CRM, web,
commerce etc.)

24. A Digital and Technology Consultancy
Right-time Analytics
• Old data is old news - Having
information available when it is still
relevant is key to optimizing
experiences
• Determine upfront what information is
needed, when its needed and who
needs to access it
• Self Service Tools are driving richer
experiences for end users.

25. A Digital and Technology Consultancy
Q & A

26. Thank you
James McCormick
Senior Analyst
jmccormick@forrester.com
@JFMcCormick
connect@rbaconsulting.com
www.rbaconsulting.com
@rbaconsulting