Improving customer insight through digital intelligence
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The document discusses the importance of digital intelligence in optimizing customer experiences, emphasizing the need for improvements in analytics and data usage. It outlines strategic building blocks for establishing a digital intelligence practice, including ownership structure, measurement, and experience optimization. Additionally, it highlights the shift towards actionable insights and the necessity for real-time data to enhance engagement and decision-making.
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