Digital Intelligence: The Strategy for Engagement Success

October 5, 2017 Jack Vawdrey

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Rapid access to information, high expectations, and a short attention span are a few of the qualities today’s empowered customer embodies.

And because customers have taken control in the buying relationship, companies need to be at the top of their game, ready to deliver engaging experiences and quality products.

The empowered customer can either be a company’s greatest asset or worst enemy. Product reviews, social media posts and word-of-mouth conversations can greatly impact how potential customers perceive a company.

To become a customer-centric company—and to avoid being sent to the doghouse by your customers—businesses need to be on their toes.

Companies need to build a digital intelligence architecture, comprised of technology, personnel and expertise, to keep customers satisfied at every turn.

What Is Digital Intelligence?

Digital intelligence, as defined by Forrester Research, refers to “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 life cycle” (Build Digital Intelligence For Your Insights-Driven Business, Forrester Research, August 2017).

The explosion of the marketing landscape has put myriad technologies at the disposal of customer insights professionals. However, these technologies need to be coupled with the right people and processes in order to have maximum effect. Without the strategy to complement the technology, customers will be left out to dry.

At the upcoming 2017 Analytics Summit, Forrester’s Principal Analyst, James McCormick, and ObservePoint Co-Founder, John Pestana, will be presenting a keynote on how to build the necessary infrastructure within an organization for true digital intelligence.

Their presentation is one not to be missed as they discuss:

  • What a digital intelligence organization looks like
  • How tags and tag management affect digital intelligence
  • How to continuously optimize for the empowered customer

Register now to attend the virtual event November 9, 2017.

a picture of James McCormick
James McCormick James McCormick Analytics Summit

 

About the Author

Jack Vawdrey

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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