Forrester

For Customer Insights Professionals

Report:Are You Ready For Cross-Channel Attribution?

Assessment: The Cross-Channel Attribution Playbook

Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations must...

• Downloads: 314

For Customer Insights Professionals

Report:Cross-Channel Attribution Puts The Science In Marketing Measurement

Executive Overview: The Cross-Channel Attribution Playbook

Traditional campaign measurement focuses on simple, one-sided metrics, often giving credit to the last interaction an organization had with a customer and delivering an incomplete view of marketing...

• Downloads: 341
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For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Initiative

Benchmarks: The Marketing Mix Optimization Playbook

Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

• Downloads: 205

For Customer Insights Professionals

Report:The Keys To A Social Intelligence Command Center

Continuous Improvement: The Social Intelligence Playbook

If you represent a large consumer brand, consider a social intelligence command center — a dedicated resource for listening to the groundswell. A command center like this can improve your...

• Downloads: 1326

For CMO Professionals

Report:Managing Brand Health In The Digital Age

How To Diagnose And Treat Your Brand's Resilience And Responsiveness

CMOs who remain detached from the everyday pulse of consumer sentiment are putting their brands at great risk. A brand's health is more vulnerable in the digital age as consumer opinion travels...

• Downloads: 790

For Marketing Leadership Professionals

Report:The State Of Social Media Marketing In Europe, 2011

Measurement And Staffing Challenges Keep Social From Taking Off

As more European consumers use social media, more European interactive marketers are adopting the channel as well. But there are still key challenges to overcome. First, marketers fail to measure the...

• Downloads: 587

For Customer Insights Professionals

Report:How To Identify Online Marketing Suite Requirements

Assess Your Current State To Inform The Online Marketing Suite Road Map

The online marketing suite is a well-regarded framework for coordinating interactive marketing, but it consistently proves difficult to implement. Customer Intelligence (CI) professionals struggle to...

• Downloads: 357

For Marketing Leadership Professionals

Tool:Determine The CORE Directive Most Critical For You

For Marketing Leadership Professionals

Report:The Future Of Interactive Marketing

How Embracing CORE Directives Will Help You Foster Adaptability

Interactivity is changing life as we know it, a scope too big for most firms' siloed, understaffed interactive marketing organizations. The solution? To customize, optimize, respond, and empower...

• Downloads: 2130

For Marketing Leadership Professionals

Report:Social Media Metrics That Matter

Communicating The Right Data To Different Internal Stakeholders

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

• Downloads: 2531
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For Customer Insights Professionals

Report:It's Time For CI To Engage In The Campaign Process

Today's approach to marketing campaigns is broken, and customer relationships are suffering as a result. Although Customer Intelligence (CI) professionals have traditionally been detached from the...

• Downloads: 215

For Marketing Leadership Professionals

Report:The ROI Of Social Marketing

Business Case: The Social Marketing Playbook

The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI...

• Downloads: 4947
• Comments: 1
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For CMO Professionals

Report:Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual...

• Downloads: 709

For Marketing Leadership Professionals

Report:The Forrester Wave™: Interactive Attribution Vendors, Q2 2012

Visual IQ, Adometry, And ClearSaleing Lead The Category

In Forrester's 45-criteria evaluation of interactive attribution vendors, we identified and analyzed the eight significant providers in this category — Adobe, Adometry, C3 Metrics,...

• Downloads: 894
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For Marketing Leadership Professionals

Report:How B2B Firms Can Improve Their Email Marketing

B2B email marketing programs still trail B2C programs in terms of their customer centricity, in part because of the complexity of business products, the poor alignment of marketing and sales, and...

• Downloads: 552

For Customer Insights Professionals

Report:The Facebook Factor

Quantifying The Impact Of A Facebook Fan On Brand Interactions

Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

• Downloads: 1231
• Comments: 4
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For Customer Insights Professionals

Report:The Road Map To Integrated Social Intelligence

Road Map: The Social Intelligence Playbook

Too many companies remain trapped by merely monitoring or passively collecting social media. Few actually reach social intelligence: driving their marketing and business strategy using the data that...

• Downloads: 1206

For Marketing Leadership Professionals

Report:Upgrading Your Interactive Measurement Strategy

Why You Should Make Multichannel Measurement A Priority

Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers...

• Downloads: 961

For Marketing Leadership Professionals

Tool:Publishers Confront Dramatic Shifts To Their Monetization Models

For Customer Insights Professionals

Tool:Tailor Dashboard Information To Different Roles

For Marketing Leadership Professionals

Report:Win The Social Marketing Measurement Game

Performance Management: The Social Marketing Playbook

You've no doubt heard the question: "How do we know that social marketing drives sales?" But just as not all TV spots or billboards are intended to drive direct response, not every social marketing...

• Downloads: 45

Report:A Single View Of The Customer Is Table Stakes To Enable Cross-Channel Attribution

The Cross-Channel Attribution Blueprint

When it comes to articulating the business value of data, marketing pros are among the most enlightened of business stakeholders. Marketers rely on customer, transaction, and third-party data to...

• Downloads: 487

For Marketing Leadership Professionals

Report:A Measurement Maturity Framework For Interactive Marketers

Measurement is universally valued by interactive marketers. Approaches and levels of sophistication vary, but nearly everyone recognizes that smart measurement leads to optimized business results...

• Downloads: 355

For Customer Insights Professionals

Report:Understanding The Cross-Channel Attribution Landscape

Customer intelligence (CI) professionals are eager to develop a fully integrated cross-channel attribution strategy as a critical first step to optimizing marketing budgets and plans. However, the...

• Downloads: 570

For Marketing Leadership Professionals

Report:Manage Your Marketing Mix Modeling Vendors

Performance Management: The Marketing Mix Optimization Playbook

Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

• Downloads: 167