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Being customer-centric and digitally focused is quickly becoming a competitive differentiator for brands and being able to make insights-driven decisions for the business comes down to having data intelligence. As traditional ways of gathering and analyzing data are starting to fade, brands are quickly seeing the need to rise to the occasion in creating a more strategic, intelligent and digital way to capture, manage and analyze their customer data.
And being able to do just that is the concept of digital intelligence. Forrester defines this as “the capture, management and analysis of customer data and insights to deliver a holistic view of customers’ digital interactions for the purpose of continuously optimizing business decisions and experiences as customers digitally engage across the customer lifecycle.”
Tealium licensed Forrester’s ‘The Digital Intelligence Playbook: Build Digital Intelligence For Your Insights-Driven Business’ that sets the groundwork needed for the strategy, technologies and best practices around building a digital intelligence practice.
Although the importance and benefits of a digitally intelligent business are obvious, the road to get there isn’t always the easiest path a brand can go down. Becoming truly intelligent requires brands to transform in the way they look at their technology frameworks, organizational structures, metrics and organization practices.
Forrester lays out a 4 phase approach to attaining digital intelligence:
- Discover the need for digital intelligence. Forrester’s playbook defines digital intelligence and introduces the benefits of this new approach to analytics. It covers the vendors that help fuel the broadening remit of digital intelligence and lays out a solid business case for CI pros.
- Plan a digital intelligence roadmap. Forrester also outlines a strategic road map to help you evolve from web analytics to digital intelligence. This playbook includes a process to establish DI requirements and offers a road map to build out this strategy.
- Act on digital intelligence insights. The playbook guides the management of digital intelligence, including how to staff and organize and how to choose the right tools for the job. It also provides the process changes required to implement a DI practice.
- Optimize customer-data-driven practices. To ensure the continued success of the DI practice, our playbook addresses the key metrics for measurement. It also provides benchmark data from the market, presenting a standard for comprehensive analytics across different industries.
Learn how to implement these 4 key steps and approaches to being a more insights-driven business and download Forrester’s ‘The Digital Intelligence Playbook: Build Digital Intelligence For Your Insights-Driven Business today!
