Brandon Purcell

Principal Analyst

Forrester Bio

Author Insights

Blog

What We Talk About When We Talk About Insights

Brandon Purcell September 21, 2020
What exactly is an "insight"? Analyst Brandon Purcell previews Forrester's new Periodic Table of Insights which will be unveiled at the upcoming Data Strategy & Insights live virtual event.
Read More
Blog

Who Is Responsible For Responsible AI?

Brandon Purcell August 12, 2020
What are the most common issues resulting from AI? Analyst Brandon Purcell reviews the most recent legal issues stemming from AI and provide guidance on how to address them.
Read More
Blog

Values, Ethics, And Algorithms, Oh My!

Brandon Purcell May 26, 2020
At CX North America, you'll learn how to interpret and implement ethical AI principles across your organization to protect your customers, business, and brand.
Read More
Blog

Five AI Principles To Put In Practice

Brandon Purcell April 13, 2020
From tech vendors to governments to industry consortia to the Vatican, it seems that every day a new entity is announcing its set of AI principles — broad guidelines for how AI systems should be responsibly developed, trained, tested, and deployed. On the surface, this is great news, as it demonstrates an awareness of the fact […]
Read More
Blog

It’s The Most Wonderful Time Of The Year For Segmentation

Brandon Purcell December 16, 2019
Well, sort of. It actually depends on what type of segmentation you’re interested in, which of course depends on what you plan to do with your segmentation. (Segmentation is not an end in itself but a possible means to an end.) My new report, “The Best Of Times And The Worst Of Times For Segmentation,” […]
Read More
Video

Data Strategy & Insights 2019: The Data And Analytics Leader — Reinvented

Brandon Purcell September 13, 2019

Watch Now
Blog

YouTube’s Algorithmic Pedo-Failure

Brandon Purcell June 6, 2019
This week, YouTube turned to Facebook and said, “Hold my beer.” Yesterday, after intense pressure, the platform decided to demonetize channels that promote hate speech and discrimination. And in a terrifying story on Monday, The New York Times reported that YouTube’s recommendation engine surfaces videos of partially clothed children to viewers who’ve watched similar videos […]
Read More
Blog

AI, Automation, And Robotics . . . Oh My!

Brandon Purcell May 22, 2019
As companies strive to improve customer experience through better customer and employee engagement, they inevitably face the problem of scalability. How can we provide a seamless, convenient, and consistent experience to all our customers? And how can we best equip our employees to do so, as well? The technologies in our recently published “The Forrester […]
Read More
Blog

Game, Set, Match: Deliver Fan Obsession In Sports With Fanalytics

Brandon Purcell April 29, 2019
With millions of rabid fans tuning in and turning out to watch these spectacles unfold in real time, customer insights pros are met with a tremendous opportunity to create meaningful moments of engagement for their fans using data and analytics.
Read More
Blog

Orchestrate Your Customer Analytics Practice With The Next Best Experience

Brandon Purcell April 4, 2019
In the world of customer analytics, soaring solos only get you so far. Delivering harmonious customer experiences across the customer life cycle requires careful collaboration across different business functions.
Read More
Blog

Facebook’s Most Recent Ethical tHUD

Brandon Purcell March 29, 2019
Today, the U.S. Department of Housing and Urban Development announced it is suing Facebook for violating the Fair Housing Act. It accuses the tech giant of “encouraging, enabling, and causing housing discrimination” by allowing advertisers to block real estate ads from race, religion, country of birth, and other protected characteristics. Advertisers could effectively red-line by […]
Read More
Blog

Scoring Big With Data: The New Age Of Analytics In Sports

Brandon Purcell February 1, 2019
Sports: the games we know and love. We love to play and watch these games so much, in fact, that in the US, there are only two days during the year when the four major pro sports leagues aren’t playing a game (i.e., MLB, NBA, NFL, and NHL).[i] One of the most anticipated games in […]
Read More
Blog

Artificial Intelligence Has A Probability Problem

Brandon Purcell November 29, 2018
AWS just announced Amazon SageMaker Ground Truth to help companies create training data sets for machine learning. This is a powerful new service for folks who have access to lots of data that hasn’t been consistently annotated. In the past, humans would have to label a massive corpus of images or frames within video to […]
Read More
Blog

Join Me In London Next Month To Discuss The Ethics Of AI

Brandon Purcell October 10, 2018
In about a month, I will have the honor of presenting my research on “The Ethics Of AI: How To Avoid Harmful Bias And Discrimination” to attendees at CX Europe 2018. The event will take place in London on November 13 and 14 and will feature several of my esteemed analyst colleagues, as well as […]
Read More
Blog

Join Us At Forrester’s First-Ever Data Strategy & Insights Forum

Brandon Purcell October 3, 2018
You’ve been sold on the value of data and analytics: If you embed data and analytics across your business, you will make better decisions to grow customer lifetime value, increase operational efficiencies, and differentiate from the competition. It just makes sense. But have you been able to actually do it, at scale, across your organization? […]
Read More
Blog

When Goofy Kicks Donald Duck, Your Company Loses

Brandon Purcell April 6, 2018
I just had the pleasure of attending a Forrester Leadership Boards workshop followed by our Consumer Marketing Forum in New York City.  As usual, data challenges remain top of mind for most marketers – siloed data, dirty data, inaccessible data… the usual suspects.  However, there was also a data manifestation of an age old organizational […]
Read More
Blog

The Ethics of AI: Don’t Build Racist Models

Brandon Purcell March 1, 2018
It seems that almost every week these days, there is a news item about the dangerous potential for artificial intelligence to discriminate against groups of people.  Earlier this week, a presentation at the Artificial Intelligence, Ethics, and Society (AIES) conference on an AI system trained to help the LAPD classify crimes as gang violence had […]
Read More
Blog

Benchmark Yourself, Then Find The Help You Need

Brandon Purcell September 25, 2017
With the passing of the autumnal equinox, it’s time to rake leaves, sip pumpkin spiced lattes, and take stock of the summer’s activities.  For most CI pros, this summer was spent wrangling and analyzing customer data for insights- hopefully with some much-needed R&R sprinkled in.  For me, this summer was also busy and productive resulting […]
Read More
Blog

The Beginning Of A New Age For AI

Brandon Purcell January 18, 2017
These days it seems like you can't open a newspaper (ok, web browser) without coming across an article on artificial intelligence. Well publicized breakthroughs like Google AlphaGo's unprecedented victories over human Go champions have heralded the promise of a new golden age for AI. Add to that the personification of personal assistants in Apple's Siri and […]
Read More
Blog

Fighting FOMO: Join The Customer Analytics Party

Brandon Purcell November 2, 2016
The first U.S. presidential debate was the most watched in history, with 84 million people tuning in.  Sure, many of us wanted to educate ourselves before practicing our solemn duty as democratic citizens in November.  However, many of us also didn’t want to miss out on what (hopefully) promised to be a once in a […]
Read More