Forrester

For Interactive Marketing Professionals

Report:The Forrester Wave™: Marketing Mix Modeling, Q2 2013

The Nine Providers That Matter Most And How They Stack Up

Since Forrester published its first Wave™ evaluation on marketing mix modeling in 2011, the market has undergone significant growth and evolution as marketers demand more in-depth, real-time,...

• Downloads: 247

For CMO Professionals

Report:Predictive Analytics Revolutionize Marketing Mix Planning

Landscape: The Marketing Mix Optimization Playbook

Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling can help all...

• Downloads: 608
• Comments: 2
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For CMO Professionals

Report:The Shifting Role Of GRPs In Media Buying

Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video

Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned,...

• Downloads: 313

For Marketing Leadership Professionals

Report:Deliver Transparent Returns On Your Marketing Dollar

Business Case: The Marketing Mix Optimization Playbook

Marketing mix modeling is a powerful tool that provides a holistic understanding of marketing performance across channels. With marketing mix modeling, marketers can positively affect business...

• Downloads: 258

For Customer Insights Professionals

Report:How To Make Social Media Data Actionable

Processes: The Social Intelligence Playbook

Social media provides customer intelligence (CI) professionals with a wealth of customer data. But every piece of valuable insight is surrounded by noise. Cutting through that noise and getting to...

• Downloads: 2082

For CMO Professionals

Report:Measure And Manage Brand Health

Continuous Improvement: The 21st Century Brand Marketing Playbook

Managing brand health has become more complicated as the expansion of marketing, sales, and service channels creates a vast array of consumer data that can be used for analysis in the 21st century....

• Downloads: 442

For Customer Insights Professionals

Report:Model The ROI Of Cross-Channel Campaign Management

Business Case: The Cross-Channel Campaign Management Playbook

Enterprise marketing technologies promise to better engage customers, improve marketing performance, and boost efficiency. This report, part of Forrester's marketing technology playbook, helps...

• Downloads: 361
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For Marketing Leadership Professionals

Report:Score Your Mobile Marketing Maturity

Assessment: The Mobile Marketing Playbook

This report for interactive marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of interactive marketers...

• Downloads: 306
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For Customer Insights Professionals

Report:Culture, Data, And Technology Are Key Ingredients For Measurement Success

Strategic Plan: The Cross-Channel Attribution Playbook

A key piece in cross-channel attribution is developing a strategy that outlines where the organization needs to progress to achieve attribution nirvana. To be successful at cross-channel attribution,...

• Downloads: 185
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For eBusiness & Channel Strategy Professionals

Report:eBusiness Teams' Two Paths To Cross-Channel Measurement Success

In The Long Term, Cross-Channel Measurement Is An Enterprisewide Concern, But In The Near Term, eBusiness Must Act Now

eBusiness and channel strategy professionals have a lot on their plates these days: Consumers are moving across channels for sales and service, spanning digital touchpoints like Twitter and public...

• Downloads: 201

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: 2565
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For CMO Professionals

Report:Three-Dimensional Brand Health: A Data Mashup

Harnessing Digital Data To Monitor The Brand's Past, Present, And Future Health

Big data holds big promise for marketers who want to understand and manage their brand's health with greater precision. But challenges abound. While the technology is available to process new sources...

• Downloads: 309
• Comments: 1
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For Marketing Leadership Professionals

Report:Value Your Subscribers More Accurately

Performance Management: The Email Marketing Playbook

This report, part of the email marketing playbook, provides interactive marketers with advice on email marketing performance management, with a focus specifically on list maintenance. We've outlined...

• Downloads: 602

For Marketing Leadership Professionals

Report:Accelerate Your Social Maturity

Assessment: The Social Marketing Playbook

Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make...

• Downloads: 1947

For Customer Insights Professionals

Report:The Social Intelligence Market Is Immature

Landscape: The Social Intelligence Playbook

Over the years, we've evaluated the tools that marketers use to monitor, measure, and learn from online conversations. These listening platforms capture social media to help users analyze data and...

• Downloads: 883

For Customer Insights Professionals

Report:The State Of Social Intelligence, 2012

Benchmarks: The Social Intelligence Playbook

Forrester recently polled 108 listening platform customers to learn about the evolution in companies' social intelligence practices. We reviewed their vendor partnerships, the ways they use listening...

• Downloads: 1182
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For Customer Insights Professionals

Report:It's Time To Bridge The Audience Data Management Divide

How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising

Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience...

• Downloads: 536
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For Customer Insights Professionals

Report:Cross-Channel Attribution Presents A Clear Path To Marketing ROI

Vision: The Cross-Channel Attribution Playbook

Today's customers interact with brands via a wide variety of touchpoints and at different stages of the brand life cycle. But companies measure campaign success using last-touch methods that fail to...

• Downloads: 473

For Marketing Leadership Professionals

Report:CCP Games Uses A DSP To Close The Loop On Acquisition And Cross-Sell

CCP Games, a massive multiplayer online game provider, knew that its existing approach with key channels like display was suboptimized and that it could drive more efficient customer acquisition if...

• Downloads: 172

For Customer Insights Professionals

Report:Determine The Best Attribution Provider Based On Long-Term Measurement Needs

Tools And Technology: The Cross-Channel Attribution Playbook

Customer intelligence (CI) professionals increasingly look to attribution experts for guidance and tools to help calculate true channel and customer purchase path. While there is a broad array of...

• Downloads: 131

For Customer Insights Professionals

Report:Adapting Measurement For Digital Intelligence

Deliver Comprehensive Measurement Using A Tiered Framework

Organizations have a rich trove of data resources and analytics technology at their disposal to support effective customer interactions and process efficiencies. Yet many firms struggle to translate...

• Downloads: 432
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For Marketing Leadership Professionals

Report:The Forrester Wave™: SEO Platforms, Q4 2012

Rio SEO Leads, With BrightEdge Following As A Strong Performer

Forrester's 21-criteria evaluation of SEO platforms evaluates the four largest providers of tools for organic search auditing, ranking support, measurement, and project management: BrightEdge,...

• Downloads: 395
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For Customer Insights Professionals

Report:Buyers Want Expertise From Attribution Providers

Benchmarking: Measure Marketing Performance

During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 34 customers about their cross-channel attribution efforts and their vendor partnerships....

• Downloads: 159

For eBusiness & Channel Strategy Professionals

Report:2013 Mobile Trends For eBusiness Professionals

Landscape: The Mobile eBusiness Playbook

With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

• Downloads: 720
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For CMO Professionals

Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

• Downloads: 500
• Rating: