The advanced level of your Consumer Intelligence maturity journey
Serve your customers better by advancing your consumer intelligence.
The Consumer Intelligence Maturity Model
We’ve developed a framework which is designed to help your brand assess your current level of consumer intelligence maturity, and how to optimize your consumer intelligence strategy moving forward.
We leveraged internal expertise and frameworks which help companies who thrive with consumer intelligence to continue to innovate. We've also observed how standard use cases based on data monitoring can develop into a strategy that incorporates consumer intelligence into almost every major business decision.
What organizations at the advanced stages of their consumer intelligence journey look like
Informing deeper insights
Data blending and triangulation helps inform deeper insights. Analysts will partake in everything from historical trend analysis to forecasting and predictive analytics.
Dedicated analysts with feedback loop
Dedicated analysts continuously examine consumer intelligence data. Data and insights are accessible beyond the analyst team. Some feedback is provided back to analysts on the usage of their insights
Data informed decisions
Insights inform business decisions across a range of organizational functions
💡 3 useful tips to level up
your consumer intelligence maturity
Minimize speed to insights
Advanced organizations should incorporate both qualitative and quantitative data into their analyses.
They’ll use engaging storytelling in their reporting and presentations and to create digestible narratives without compromising on the complexity of the data. Working on minimizing speed to insight will help these companies level up, so data can be shared in near-real time. Advanced businesses can also benefit from implementing API integrations to get deeper insights. Data blending should be the norm and data analysts should compare data sources to gather a complete picture of their consumers.
Share insights across the organization
Businesses at an Advanced level of maturity should implement a triage process for data requests so that areas across the business can request relevant insights for their decision making.
The data insights team might even report to a dedicated Chief Insights Officer, or similar, who sits in senior management. This is a significant step up in terms of team and resourcing compared to previous stages.
Communicate data to multiple stakeholders
Consumer insights professionals in Advanced businesses should create regular executive summaries to distill data into short, easy-to-digest bullet points for multiple stakeholders to understand.
There will be notable executive buy-in, which is crucial when it comes to investing in effective consumer insights data sources and analysis software. Advanced businesses should have confidence that people across the business are reading their reports, and adjust processes on a regular basis based on feedback from across teams.
"A deeper understanding of your consumers and informed decision-making drives business growth. The Consumer Intelligence Maturity Model offers a valuable framework for businesses to reflect on their current stage and identify areas for improvement to ensure sustained success."
Helpful resources to level up your consumer intelligence strategy
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