Improving customer insight through digital intelligence

A Digital and Technology Consultancy

DON’T JUST THINK. KNOW.

Digital Intelligence Webinar

Serving Customer Insights Professionals

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James McCormickSenior 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


Backward looking

Siloed customer insights

Poor customer experience

Image source: http://madwomanintheforest.com/

Traditional Analytics


We need to be cleverer with

analytics and data

And use it to:

Scale the delivery of customer

experiences


Digital Intelligence

The Analytics Foundation For Optimizing Customer Experience


measurement and execution

What Is Digital Intelligence?


Six Signs You Are Digitally IntelligentCustomer centric

Data agnostic

Actionable

Intelligent

Right Time

Distributed

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Digital

Intelligence


Building Your Digital Intelligence Practice


2. Ownership Structure1. Technical Approach

3. Measurement & KPIs

4. Optimized

Experiences

Four Strategic Building Blocks Of Digital Intelligence


The Digital Intelligence Architecture

Is delivered by

multiple technologies


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


Ownership Models Vary

Source: July 11, 2014 , “Organize For Digital Intelligence” Forrester report.


Understand Business And Customer First

Source: July 19, 2012, “Adapting Measurement For Digital Intelligence” Forrester report

…then measure what's important


Multiple Techniques Optimize Experiences

Optimized

Experiences

Segmentation

AB & Multivariate

Testing

Algorithmic Based

TargetingRules Based

Targeting

Recommendations


The Road To Digital Intelligence


Digital Intelligence Is Gaining Traction

Source: “Measure Your Digital Intelligence Maturity” Forrester report


The Road To Digital Intelligence

Stage 1

Stage 2

Stage 3

Stage 4

Planning

Developing

Competence

Mastery


The Future Of Digital Intelligence Practices

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› 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


Leverage Big Data

Source: April 2014 “The Power Of Customer Context”

To Build A Contextual Marketing Engine

To drive continuous engagement


Perspectives from the Field


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.)


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.


Q & A

Thank youJames McCormick

Senior Analyst

[email protected]

@JFMcCormick

[email protected]

www.rbaconsulting.com

@rbaconsulting

mailto:[email protected]

mailto:[email protected]

http://www.rbaconsulting.com/

Data & Analytics

Improving customer insight through digital intelligence