The Total Economic Impact™ Of Insider One

Increased Revenue Due To Personalized Journeys

Evidence and data. Interviewees noted that Insider One’s ability to personalize interactions and orchestrate journeys across channels based on unified customer data helped their organization deliver more relevant experiences at each stage of the consumer’s lifecycle. Three interviewees added that their organizations extended this impact by adopting Agent One™, the agentic AI layer that further enhances targeted marketing and context-aware engagement.

• Interviewees shared how Insider One provided recommendations on the most appropriate channel for different customers to allow them to constantly optimize their customers’ user experiences. The head of e-commerce at the travel organization highlighted: “A/B testing is extremely useful for us. We were able to acquire more customers based on the tests that made our webpage more attractive.”

• As a result, the CMO at the e-commerce organization noted their email newsletter open rate increased by 10%; the omnichannel marketing manager at the retail company observed a 30% growth in clickthrough rate (CTR); and the head of e-commerce at a global health and beauty organization noted their conversion rate (CVR) increased from 3% to 8%.

• Customers leveraging Agent One™ observed more prominent growth in revenue on top of their existing Insider One outcomes. The e-commerce and marketing director in the personal care appliances organization shared that their conversion rate of unknown visitors increased by 15% compared to new customers who were not accompanied by agentic AI, and they also benefited from a 22% increase in AOV.

• Similarly, the director of e-commerce at the sports retailer saw a 35% higher add-to-cart CTR among users who interacted with the Shopping Agent, as well as a 20% uplift in cart size at checkout.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• It experiences an annual increase of 9% in its open rates across a blend of channels like emails and web.

• The CTR increases by 17% each year, and this value rises by another 40% to an annual incremental CTR of 24% after the organization adopts Agent One™ in Year 3.

• The CVR increases by 19% annually and also shows an additional uplift by 20% when taking into account the impact of Agent One™, which is reflected in the model as 23% incremental CVR in Year 3.

• The AOV starts at $120 and remains the same in the first two years, before increasing by 25% to $150 in Year 3.

• The profit margin is 10% for this global retail business.

• Twenty-five percent of this incremental revenue is attributed to Insider One, as the organization’s sales are also impacted by several factors that might grow its traffic, improve innovation of services and products, and expand its reach to enter new markets.

Risks. Organizations may realize results differ from those presented in the financial model due to:

• Size of reachable audience, online traffic, and profit margin based on actual business model and operations.

• Increased number of orders and dollar amount of average cart size driven by Insider One’s impact.

• Number of channels effectively covered by Insider One and their weighted impact on sales revenue.

• Ability to integrate Agent One™ into the customer journey.    

Results. To account for these risks, Forrester adjusted this benefit downward by 25%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $10.2 million.

Avoided Loss Due To Enhanced Customer Engagement

Evidence and data. Interviewees shared that Insider One reduced churn by enriching customer journeys on top of analyzing customer profiles and predicting purchasing behavior. This is partially reflected by the ability to identify cart abandoners, reengage them with personalized offers, and create smoother experiences to enhance the CLV.  

• Customers reported a significant decrease in cart abandonment rate, ranging from 30% to 50%. The head of e-commerce in the travel organization mentioned that they used Insider One to trigger a follow up email or push notification with relevant product recommendations or instant discounts to improve cart recovery and encourage checkout.

• Interviewees whose organizations deployed agentic AI capabilities to enrich customer journeys experienced a more significant impact on cart recovery. The e-commerce and marketing director at the personal care appliances organization estimated that around 130,000 carts were retained in the past year, resulting in a 17% reduction in cart abandonment rate.

• The director of e-commerce from the sports retailer revealed that their cart abandonment on the webpage dropped by more than 20% after implementing Agent One™, equating to almost 5,000 online carts in a year.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• Its cart abandonment rate drops from 65% to 39% after using Insider One. This metric further decreases to 32% in Year 3 after implementing Shopping Agent.

• To account for the potential overlapping effect of decreased cart abandonment rates and increased conversion rates on sales revenue, the model places an adjustment factor of 20%.

Risks. Organizations may realize results differ from those presented in the financial model due to:

• Size of reachable audience, online traffic, and profit margin based on actual business model and operations.  

• Ability to utilize Insider One, including Agent One™ for retention and loyalty programs.

• The effect of cart abandonment rate on incremental revenue, partially reflected through the change in conversion rate.

Results. To account for these risks, Forrester adjusted this benefit downward by 30%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $2.7 million.

Improved Productivity Of Marketing And E-Commerce Professionals

Evidence and data. Interviewees shared that their organization’s marketing and ecommerce teams benefited from Insider One’s templating, genAI, and agentic capabilities, which enabled more efficient journey orchestration, content creation, and execution of customer engagement.

• Most interviewees highlighted how Insider One helped them reduce manual labor and tedious workload by citing their time saved on creating campaigns and designing customer journeys from scratch. Typically, what was previously one to two hours of work was reduced to 10 minutes, while others reported a varying result of 10% to 50% increase in individual productivity.

• According to the data science and e-commerce manager from the food and beverages organization, setting up banner campaigns and pushing promotional messages on their mobile app used to take two or more hours each time, but after using Insider One, they only needed to decide on the type of voucher to distribute, while everything else — from creating the visuals to monitoring pop-up messages on the consumers’ end — could all be automated and completed within 10 minutes.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• It has 30 marketing FTEs responsible for conducting campaigns and embedding them into customer journeys.

• Prior to using Insider One, the marketing professionals allocated 30% of time to creating, executing, refreshing, and tracking the performance of campaigns. After using Insider One, their productivity increased by 60% due to the ability to reuse templates and expedite content creation powered by genAI capabilities.

• The fully burdened hourly rate of a marketer is $68.

• Fifty percent of time savings is effectively captured and transformed into productivity gains.

Risks. Organizations may realize results differ from those presented in the financial model due to:

• Number of active users who leverage Insider One as a daily tool to build and manage campaigns.

• Actual time saved by marketing and ecommerce teams on creating, launching, and renewing campaigns.

• Actual labor costs of marketing FTEs.

Results. To account for these risks, Forrester adjusted this benefit downward by 15%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $801,000.

Saved Costs From Decommissioned Legacy Solutions

Evidence and data. Previously, customers relied on separate tools for different channels, and often used distinct solutions across regional teams. Consolidating marketing operations onto a single system enabled them to eliminate licensing costs from retiring legacy platforms and also significantly reduce the overhead associated with complex set up, integrations, and ongoing maintenance, which previously required highly specialized and costly resources. This shift enabled a more efficient total cost of ownership across the business.

• Vendor management also became far more efficient, replacing the need to negotiate with five or six vendors with a simplified partnership.

• As described by the director of e-commerce from the sports retail organization: “Before using Insider One, we had separate tools for each channel and function. But now, all these use cases are running on one platform. We estimated the savings to be around $50,000 per year, which is 15% less compared to our old setup.”

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• It observes annual cost savings of around 8%, compared to their previous spending of around $940,000, which accounted for multiple vendors.

Risks. Organizations may realize results differ from those presented in the financial model due to:

• Number and types of legacy platforms replaced by Insider One.

• Cost of legacy tools and managing multiple vendors.

Results. To account for these risks, Forrester adjusted this benefit downward by 15%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $159,000.

Unquantified Benefits

Interviewees mentioned the following additional benefits that their organizations experienced but were not able to quantify:

• Unified customer engagement within a single platform. Adopting Insider One across the entire organization and spreading that impact to international offices, customers noted they were able to eliminate data silos and fragmentation across tools. Bringing previously disconnected capabilities together established a consistent foundation for segmentation, personalization, orchestration, and experimentation with unified workflows and shared visibility. The global director of digital marketing and growth at the beauty and wellness company noted: “Once we aligned on the same tool across different regional offices, it’s much easier for me to bring in new personnel and track performance. It also helps ensure consistency within a global organization like us.”

• Elevated customer engagement with personalized, omnichannel journeys.  Insider One enabled more granular segmentation and persona-driven marketing, driving higher customer satisfaction and loyalty. The head of e-commerce from the global health and beauty organization shared that they were able to significantly increase the relevance of marketing messages. By the time of the interview, 20% of their campaigns were already personalized, with targeted experiences expected to grow further and potentially surpass the volume of mass campaigns, which at that point accounted for 30%. The same interviewee shared: “With Insider One, we can decide if we want more granularity when building personas for audience segmentation. You can have thousands of micro personas to grow personalized marketing. Of course there will be better customer engagement.”

• Established data foundations for decision-making. Insider One’s native CDP provided a strong data and intelligence layer for advanced analytics, reporting, and more informed decision-making. The combination of improved data quality and accessibility, automated reporting, clearer visibility into channel performance, and richer customer profiles created a scalable audience and persona strategy, and was a critical prerequisite for AI decisioning that enabled more autonomous customer engagement and revenue generation over time. The AI agents for customer engagement also expanded the scope and nature of data collected by the platform, which further informed the CDP and personalization capabilities. As the CMO in the e-commerce organization noted: “Our team gets quicker, easier access to data, which creates good basis for analytics and reporting. Insider One enables more insights into customer behavior, so we can always optimize our web and app.”

• Confidence and peace of mind for marketers. Interviewees noted how a more intuitive platform enhanced employee collaboration by reducing technical burden. Interviewees reported lower training requirements, less day-to-day friction, and centralized oversight, especially as most interviewees were from large global organizations that operated across different time zones. Insider One was seen as a less technical and more straightforward platform in comparison to the set of complex legacy tools that often required specialized skillsets or IT support.

Flexibility

The value of flexibility is unique to each customer. There are multiple scenarios in which a customer might implement Insider One and later realize additional uses and business opportunities, including:

• Improved brand performance. Interviewees attributed improved brand performance to the customer enrichment enabled by Insider One. The omnichannel marketing manager from the retail organization observed a higher Net Promoter Score℠ (NPS) score after implementation.² Similarly, the data science and e-commerce manager from the food and beverages company highlighted: “The increase in brand familiarity is nothing you can imagine. We moved from fourth place to second place in the market over three years.”

• Enhanced agility, scalability, and time to value. Using one unified platform across teams and regions enabled faster adaptation during changes, while automated marketing saves time and effort so teams can focus on business growth and more creative work. The global director of digital marketing and growth in the beauty and wellness company shared that their regional teams had difficulty maintaining consistent brand language as each market created content within its own local tools and workflows, which led to variations in tone and messaging across offices. With Insider One, teams could easily duplicate and adapt approved assets across regions, requiring only minimal manual adjustments.

Flexibility would also be quantified when evaluated as part of a specific project (described in more detail in Total Economic Impact Approach).