2. WEBINAR Spotlight On Forrester’s Business Insights Research
Gene Leganza, Vice President, Research Director
Srividya Sridharan, Vice President, Research Director
September 12, Call in at 10:55 a.m. Eastern time

4. Agenda
Turn business insights into action.
Business insights research team and key research streams
How we help clients

5. Agenda
Turn business insights into action.
Business insights research team and key research streams
How we help clients

6. Power has shifted in the age of the customer
Information
Price
Location
Technology
Institutions
Customers

7. To compete and grow, firms must become customer-obsessed
Five customer-obsessed strategies

8. You need a new operating model that is insights-driven
The customer-obsessed operating model
A customer-obsessed enterprise focuses its strategy, operations, and budget to enhance its knowledge of and engagement with customers.
Actions: Systems of insight, customer analytics, business intelligence, big data, Hadoop, predictive analytics, data warehouse, data governance, processes, skills, architecture, CDOs, COEs, and more . . .
Source: “What You Need To Go From Data-Rich To Insights-Driven” Forrester report

9. An insights-driven business harnesses and applies data and analytics at every opportunity to differentiate its products and customer experiences.
Source: “The Insights-Driven Business” Forrester report

10. Evolve from “big data” and analytics to systems of insight
“All the market noise about data and analytics misses an important idea — your business cares about changing outcomes, and data and analytics are simply a means to that end build systems of insight that leverage these technologies to systematically harness data to become insights-driven.”
— Brian Hopkins, VP, Principal Analyst
Source: “A Technology Guide To Turn Data Into Customer-Obsessed Action” Forrester report

11. Firms are implementing a wide range of data-driven and insight-focused initiatives
“What are your firm’s plans for the following data-driven initiatives?”
(% of respondents who answered “Implementing/implemented” and “Expanding/upgrading implementation”)
2015
2016
Recruiting more people with advanced data skills
Changing our management culture to rely more on quantitative decisions
Expanding our ability to source external data
Investing more in business-friendly, self-service visualization and analytics
Creating an organizational center of excellence for business intelligence
Investing in distributed real-time insight delivery technology
Base: 3,343 (2016) and 3,005 (2015) global data and analytics decision-makers with 100+ employees; Source: Forrester's Global Business Technographics® Data And Analytics Survey, 2016 and 2015

12. Agenda
Turn business insights into action.
Business insights research team and key research streams
How we help clients

13. You need a business technology strategy that prioritizes systems of insight
Marketing, sales, and service software solutions
Systems of insight,
engagement, and support
Source: “The Top Technologies For Your Business Technology Agenda, 2016” Forrester report

14. Our research gives insights leaders the full picture
The Customer Perspective
Transform Customer Experiences With Systems Of Insight Big data doesn’t create actions that shape your CX — you must master turning insights into action.
Customers
For Business Leaders
Top Performers Appoint Chief Data Officers Companies with CDOs are more likely to have higher revenue growth. Learn how to set CDOs up for success to drive growth and become insights-driven.
Marketing & Strategy
CMO
B2B
B2C CX CI
eBiz
For Marketing Leaders
How Analytics Drives Customer Life-Cycle Management Deploy various analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior.
BT agenda
Technology Management
CIO
AD&D EA
I&O
S&R
SVM
For Technology Leaders
A Tech Guide To Turn Data Into Customer-Obsessed Action
Learn what type of data, analytics, and insights technologies to use to drive customer-obsessed outcomes.
For Enterprise Architects
What You Need To Go From Data-Rich To Insights-Driven To enable insights-driven behaviors, makes data available, in the right form, timely, contextual, secure, and private.

15. The business insights research team
Carlton A. Doty
VP, Group Director (Business Insights & B2C Marketing, B2B Marketing)
@carldoty
Dr. Holger Kisker
VP, Research Director, AD&D
@hkisker
Gene Leganza
VP, Research Director, EA
@gleganza
Srividya (Sri) Sridharan
VP, Research Director, CI
@Srividya
James McCormick
Principal Analyst, CI
@JFMcCormick
Cinny Little
Senior Analyst, CI
@CinnyLittle
Fatemeh Khatibloo
Principal Analyst, CI
@fatemehx2
Jennifer Belissent
Principal Analyst, CI
@jenbelissent
Noel Yuhanna
Principal Analyst, EA
@nyuhanna
Brandon Purcell
Senior Analyst, CI
@bcpurcell
Mike Gualtieri
VP, Principal Analyst, AD&D
@mgualtieri
Nasry Angel
Researcher, EA
@nasryangel
Brian Hopkins
VP, Principal Analyst, EA
@practicingEA
Elizabeth Cullen
Researcher, EA
Rowan Curran
Analyst, AD&D
@ShortPierReview
Boris Evelson
VP, Principal Analyst, AD&D
@bevelson
CI: Customer insights (marketing and strategy)
AD&D: Application development and delivery (technology management)
EA: Enterprise architects (technology management)

16. Agenda
Turn business insights into action.
Business insights research team and key research streams
How we help clients

17. With a connected body of research, we help our clients to . . .
. . . empower business users with actionable insights to win, serve, and retain customers.
. . . boost customer experience with relevant and contextual personalization.
. . . orchestrate the digital business transformation across all channels and lines of business.
. . . unlock deep business insights through the power of advanced analytics.
. . . establish efficient, secure, and compliant data and insights governance processes.
. . . leverage existing BI investments to accelerate towards systems of insights.
. . . democratize data and insights with open frameworks and processes.
. . . manage the exploding universe of diverse data sources.

18. The insights-driven transformation needs a strong data and analytics foundation, but also a cultural shift in decision-making
“What are your firm’s plans for the following data-driven initiatives?”
Interested but no immediate plans (within the next 12 months)
Expanding/upgrading implementation
Not interested
Implementing/implemented
Planning to implement within the next 12 months
Don’t know
Improving our complete view of the customer across channels
Implementing analytics insights in software systems to aid customers/support employee decisions
Changing our management culture to rely more on quantitative decisions
Base: 3,343 data and analytics decision-makers; Source: Forrester’s Global Business Technographics® Data And Analytics Survey, 2016

19. Playbooks and tools for insights teams
RECOMMENDED STEP-BY-STEP FRAMEWORKS AND VENDOR SELECTION TOOLS
The Customer Analytics Playbook
The Digital Intelligence Playbook
The Business Intelligence Playbook
The Data Management Playbook
The Information Strategy Playbook
The Customer Trust and Privacy Playbook
Technology and vendor selection tools (not exhaustive):
TechRadar™: Big Data, Q1 2016
TechRadar™: Information Governance Enabling Technologies, Q2 2016
Breakout Vendors: Big Data Integration
Vendor Landscape: Enterprise Test Data Management
The Forrester Wave™: Customer Analytics Solutions, Q1 2016
The Forrester Wave™: Big Data Streaming Analytics, Q1 2016
The Forrester Wave™: Big Data Text Analytics Platforms, Q2 2016
The Forrester Wave™: Big Data Hadoop-Optimized Systems, Q2 2016

20. Ten research streams help clients in their insights-driven journey
DATA
Data management and governance
Consumer privacy and trust
Next-generation business intelligence
Advanced analytics
IoT insights and analytics
Insights platforms and services
Insights-driven enterprise and systems of insight
Digital intelligence
Cognitive/artificial Intelligence
Data economy
ANALYTICS
INSIGHTS
ACTION
INNOVATION

21. How we help clients DATA Research streams Sample client questions
Data management and governance
Big data technologies
Database technologies
Sample client questions
How to best leverage Hadoop and what are the difference between Hadoop vendors?
How do you build the next-generation data management platform?
How do we evolve our data management capabilities?
Sample published research in 2016
Big Data Fabric Drives Innovation And Growth
TechRadar™: Big Data, Q1 2017
Your Business Is Only As Fast As Your Data
Sample upcoming research
The Future Of Hadoop
Reference Architecture For Systems Of Insights
Master Data Management In The Age Of The Customer

22. How we help clients (cont.)
ANALYTICS
INSIGHTS
Research streams
Advanced analytics (customer analytics, predictive, text, streaming, spatial, search, and knowledge discovery)
Business intelligence and digital intelligence
AI/cognitive and IoT analytics
Sample client questions
What type of customer analytics techniques and methods should I use across the customer life cycle?
How can we use predictive analytics/advanced analytics for applications? Are enterprises ready for cognitive?
Sample published research in 2016
TechRadar™: Customer Analytics Methods, Q2 2016
TechRadar: Digital Intelligence
Business Intelligence In The Not-Too-Distant Future — More Automated, Pervasive, Actionable
Sample upcoming research
TechRadar™: Cognitive/Artificial Intelligence
Digital Intelligence Vendor Landscape
Prescriptive Analytics Is The Black Belt Of BI

23. How we help clients (cont.)
ACTION
Research streams
CI strategy and organization
Systems of insights, insights platforms and services
Insights-driven business
Testing and optimization
Sample client questions
How should the CI team be organized, and what skills are needed?
How do I become an insights-driven business?
How do I organize tech, people, and processes for data-driven CX optimization?
Sample published research in 2016
The Customer Insights Center Of Excellence
The Insights-Driven Business
Optimize Customer Experiences With Digital Intelligence
Sample upcoming research
The Skills That Boost Customer Insights Value
Change Management Is Your Secret To Customer Insights Success

24. How we help clients (cont.)
INNOVATION
Research streams
Customer trust and privacy
Data economy
Emerging tech
Sample client questions
How should we prepare for the new privacy, and how do we build trust with our customers?
We’re sitting on a lot of unique-to-us data; should we/could we monetize that data?
Sample published research in 2016
The Mechanics Of Trust
Make Privacy A Competitive Differentiator
Sample upcoming research
Top 15 Emerging Technologies To Watch
Fact Or Fantasy? The Truth Behind Data Commercialization

25. How to follow business insights research
Create research alerts for research streams.
Use the “Personal Alerts” feature on forrester.com to add analysts, topics, webinars, and search terms or edit your interests.
Follow key analysts on Twitter and social channels.
Schedule an inquiry for a deep dive on key topics.

26. Gene Leganza Holger Kisker Srividya Sridharan
Holger Kisker
Srividya Sridharan