James McCormick

Principal Analyst

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Maximize Your Tech Investment By Making Sense Of The Digital Intelligence Tech Landscape

James McCormick February 13, 2019
Digital Disruptions Complicate Digital Intelligence Needs Digital intelligence (DI) — the practice of understanding and optimizing digital customer engagements — has been around for as long as the internet itself. But it has not remained stagnant. The practices and technologies needed to support DI have continued to be revolutionized by the digital disruption. And the number of […]
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Retailers: Use In-Store Sensor Tech To Understand And Enhance Customer Experiences

James McCormick January 24, 2019
Sensor-based technologies have been around for a while now — remember all the beacon hype? — and are now rapidly gaining traction. In-store sensor technology and, more importantly, its contribution to understanding our in-store customers and businesses, is at a point where it is now truly digitally transforming physical stores and the experiences delivered to customers. […]
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Location, Location, Location!

James McCormick January 16, 2019
There are three things that matter in real estate: location, location, location. It is the real estate agent’s mantra and is largely believed to be the most important factor to consider when buying property. In the same vein, location has the power to affect your business: how it operates, total sales, which customers to target, […]
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The Forrester Wave™: Location Intelligence Platforms, Q4 2018 — Eight Key Players To Help Understand Customers In The Real World

James McCormick December 14, 2018
The relentless march of digital transformation has not left the physical world untouched — particularly when it comes to understanding and engaging with customers. First, customers digitally connected to brands via PCs, then mobile devices, and now via a continuous tidal wave of emerging owned IoT devices (e.g., wearables, connected cars, etc.) and non-owned IoT devices […]
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Why The Right Web Analytics Platform Is (Even More) Business-Critical

James McCormick November 10, 2017
Why The Right Web Analytics Platform Is (Even More) Business Critical Forrester just recently published The Forrester Wave™: Web Analytics, Q4 2017. In it we rank the leading web analytics platform provides including Adobe, AT Internet, Cooladata, Google, IBM, Mixpanel, and Webtrekk. “Why should I care?”, you may ask.  After all when it comes to […]
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Visible Light Communication: The Location Intelligence Backbone For Real-World Experience Delivery

James McCormick July 25, 2017
Visible light communications (VLC) emerges as location intelligence practice takes-off Location and spatial data is becoming strategically important to a wider range of use cases beyond traditional government, military, mining and asset management applications.  It is now an important component of the system of insights for many financial services firms, retailers, and healthcare institutes — […]
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Introducing The Forrester Wave™: Digital Intelligence Platforms, Q2 2017

James McCormick April 5, 2017
Early Digital Intelligence Platform Players Deliver Great Value – Yet Have Many Opportunities For Improvement As digital disruption continues its unstoppable march, digital engagement is rapidly evolving and customers’ expectations that they will get what they want during moments of digital interaction continue to grow. Now more than ever, firms need to understand their customers […]
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Introducing The Forrester Wave™: Digital Intelligence Platforms, Q2 2017

James McCormick April 5, 2017
Early Digital Intelligence Tech Players Deliver Platform Value – But Have A Way To Go As digital disruption continues its unstoppable march, digital engagement is rapidly evolving and customers’ expectations that they will get what they want during moments of digital interaction continue to grow. Now more than ever, firms need to understand their customers […]
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Only The Brave Need Peek Beyond The Veil Of Digital Disruption

James McCormick March 3, 2017
The discussions at eCommerce MoneyAfrica Confex last week definitely sharpen my African perspective on digital commerce. While behind in some ways the continent is miles ahead in others. I was specifically impressed with some of the informal discussions on the rise of peer-to-peer commerce and engagement.  Its potential impact on collapsing the value chain between […]
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You’re Not An Insights-Driven Business – And It Really Hurts

James McCormick July 28, 2016
In Forrester’s new report, The Insights-Driven Business, my colleagues Ted Schadler, Brian Hopkins, and I have identified a predator: the insights-driven business. These businesses are vigorously applying insights to decisions and customer engagements at every opportunity. Their leaders have a fundamental and emotional understanding of the value of insights in driving their business today — […]
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Introducing The Digital Intelligence TechRadar™, Q2 2016: Essential Analytics Tech For Driving Digital Customer Experiences

James McCormick May 5, 2016
Digital intelligence (DI) is the practice of bringing together the big data that we have on our customers to analyze and generate insights in so as to deliver the best, optimal and/or the most relevant experiences during moments of their digital interaction. Firms that get it right have a major competitive advantage in the digital […]
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Digital Analytics Pros: Wait Before Diving Into The Salesforce Marketing Cloud’s New Web and Mobile Analytics Capability

James McCormick October 18, 2014
Salesforce’s newly proclaimed "Web and Mobile Analytics" capability within  Sales Force Marketing Cloud Web and Mobile Analtyics platform may initially excite us digital analytics geeks. After all – disruptions by large vendors in the name of “Web Analytics” are few and far between now days.  However before placing SFDC on your digital analytics vendor shortlist you […]
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Extended Google Analytics Benchmark Capabilities Threaten To Disrupt

James McCormick September 17, 2014
Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals. You’ve heard us saying a thousand times: the buzz about big data isn’t about the amount of data you’ve collected; it’s how you digest that data and turn it into actionable insights. With the revamp to Google Analytics’ (GAs) benchmarking, Google is […]
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The Forrester Wave™: Web Analytics, Q2 2014 Shows That Web Analytics Is More Important Than Ever

James McCormick May 13, 2014
At Forrester we have talked about the fact that digital intelligence has replaced web analytics.  Digital intelligence tackles emerging channels, sophisticated consumers, technical challenges, and the enterprise democratization of digital analytics.  Achieving this requires a technology toolkit which far outstrips the data, analytics and action remit of even the top web analytics tools.  Does that […]
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Technology Alone Won’t Take You Beyond The Campaign

James McCormick April 17, 2014
As digital marketers, we know the importance of tracking, measuring, understanding, and meeting customers’ expectations at their preferred interaction points. We have convinced our budget masters of digital intelligence’s importance to the business as a whole and our spend on digital measurement and marketing technologies continues to increase—exciting vendors and enticing new ones to continually […]
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Take The “Big” Out Of Big Data With Customer Recognition

James McCormick September 25, 2013
I remember my first day at high school. Yikes it was scary. The older kids were BIG! The teachers were BIG (the phys ed teacher was even a little mean), the school was BIG . . . Everything felt so BIG! But as the year ticked by, l became familiar and comfortable with my classmates, […]
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Set Your Digital Marketing Programs On Fire With Tag Management

James McCormick September 19, 2013
This year tag management is a sizzling hot topic. Why? Firms are really struggling to with their JavaScript tags and scripts on their websites and other digital channels.  As they get serious about their digital marketing programs the number and types of digital tags being managed is exploding. Costs are increasing, errors are creeping in, […]
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