Marketing

The opportunity to engage customer digitally has never been greater- but so is the threat of not meeting their expectations and losing out to competitors that do. This report describes Forrester’s vision of digital intelligence: a modern competitive approach to analytics that customer insights professionals can use to combine insights from existing, new, and emerging channels to enable timely, customer-obsessed decision making.

Key takeaways

Existing digital analytics practices just aren’t good enough

Competing for customers in the multitude pf available channels requires levels of sophistication., strategy, and investment that existing digital analytics do not deliver.

Digital intelligence delivers analytics that support continuous optimization

Modern analytics practices must give their firms a competitive edge by providing a holistic view of digital customer interactions that informs the continuous optimization of customer experiences

Four strategic pillars support digital intelligence

To elevate digital intelligence to a strategic initiative that provide3s competitive advantage, CI pros must consider their technical approach, functional ownership, metrics and key performance indicators, and testing and optimization approaches.

Traditional digital analytics doesn’t support today’s customer needs

Digital marketing is effective in all phases of the customer life cycle- driving traffic for discovery and exploration, supporting e Commerce for buying, and reinforcing engagement through loyalty and support- and it follows the ongoing shift of wallet share to digital channels.

You should keep pace with:

1. Intricate digital customer interactions

Customer expect a high degree of relevance in these moments, raising the bar for analytics and marketing execution. Traditional web-focused analytics only track onsite behavior and lack the ability to understand customers in this complex digital world

1. Demand for digital as a central part of the enterprise.

Smart firms are shifting from traditional traffic-focused web analytics toward projects, technologies and teams that bring the offline and online worlds together.

1. Dynamic interaction management in real time

Firms must react to changes in customer behavior instantly, which makes the link between advanced analytics and marketing crucial for coordinating interactions based on accurate and timely insights. To reach customers in the moment, CI pros require real-time analytics that deliver actionable insight and direct connection to targeting and marketing execution systems- but today’s web analytics solutions mostly offer isolated, retrospective reports and dashboards