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A Digital and Technology Consultancy
DON’T JUST THINK. KNOW.
Digital Intelligence Webinar
Serving Customer Insights Professionals
© 2014 Forrester Research, Inc. Reproduction Prohibited
James McCormick
Senior Analyst
@JFMcCormick
© 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
© 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
© 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
© 2014 Forrester Research, Inc. Reproduction Prohibited
Digital Intelligence
The Analytics Foundation
For Optimizing Customer
Experience
© 2014 Forrester Research, Inc. Reproduction Prohibited
measurement and execution
What Is Digital Intelligence?
© 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
© 2014 Forrester Research, Inc. Reproduction Prohibited
Building Your Digital
Intelligence Practice
© 2014 Forrester Research, Inc. Reproduction Prohibited
2. Ownership Structure1. Technical Approach
3. Measurement & KPIs
4. Optimized
Experiences
Four Strategic Building Blocks Of Digital
Intelligence
© 2014 Forrester Research, Inc. Reproduction Prohibited
The Digital
Intelligence
Architecture
Is delivered by
multiple
technologies
© 2014 Forrester Research, Inc. Reproduction Prohibited
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
© 2014 Forrester Research, Inc. Reproduction Prohibited
Ownership Models Vary
Source: July 11, 2014 , “Organize For Digital Intelligence” Forrester report.
© 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
© 2014 Forrester Research, Inc. Reproduction Prohibited
Multiple Techniques Optimize
Experiences
Optimized
Experiences
Segmentation
AB & Multivariate
Testing
Algorithmic Based
Targeting
Rules Based
Targeting
Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited
The Road To Digital
Intelligence
© 2014 Forrester Research, Inc. Reproduction Prohibited
Digital Intelligence Is Gaining Traction
Source: “Measure Your Digital Intelligence Maturity” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited
The Road To Digital Intelligence
Stage 1
Stage 2
Stage 3
Stage 4
Planning
Developing
Competence
Mastery
© 2014 Forrester Research, Inc. Reproduction Prohibited
The Future Of Digital
Intelligence Practices
© 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
© 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
A Digital and Technology Consultancy
Perspectives
from the Field
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.)
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.
A Digital and Technology Consultancy
Q & A
Thank you
James McCormick
Senior Analyst
jmccormick@forrester.com
@JFMcCormick
connect@rbaconsulting.com
www.rbaconsulting.com
@rbaconsulting

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Improving customer insight through digital intelligence

  • 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
  • 11. © 2014 Forrester Research, Inc. Reproduction Prohibited The Digital Intelligence Architecture Is delivered by multiple technologies
  • 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 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
  • 15. © 2014 Forrester Research, Inc. Reproduction Prohibited Multiple Techniques Optimize Experiences Optimized Experiences Segmentation AB & Multivariate Testing Algorithmic Based Targeting Rules Based Targeting Recommendations
  • 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 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
  • 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 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