Forrester

For Marketing Leadership Professionals

Tool:Determine Your Level Of Measurement Maturity

For Marketing Leadership Professionals

Tool:Take This Diagnostic To Determine Your Level Of Measurement Maturity

For Marketing Leadership Professionals

Report:Customer Life-Cycle Marketing Demands New Metrics

Success Will Depend On Measuring The Handoff Between Phases

To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer life...

• Downloads: 987
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For Marketing Leadership Professionals

Report:Maximize Media ROI With A Customer-Centric Approach

Road Map: The Digital Media Buying Playbook

This report outlines the road map portion of Forrester's solution for interactive marketing executives working on digital media buying. Moving to a higher level of digital media buying maturity...

• Downloads: 43

For Marketing Leadership Professionals

Tool:Use Forrester's Maturity Model To Diagnose Specific Weaknesses

For CMO & Marketing Leadership Professionals

Tool:The Customer Life-Cycle Maturity Assessment

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 CMO Professionals

Report:Emerging Technologies CMOs Should Watch: Q3 2011

Four Technologies For Engaging Customers With Content

CMOs need to keep an eye on emerging technologies that have the potential to drive improvements in customer engagement. This second in a series of reports on emerging technologies explores tools and...

• Downloads: 784

For Marketing Leadership Professionals

Report:The Five Ways Interactive Marketers Should Use Social Data

And The One Way They Shouldn't

Every year social media users around the world post hundreds of billions of pieces of social content about the products and services marketed to them. But few marketers track this data, and even...

• Downloads: 732

For Customer Insights Professionals

Report:CI Professionals: Plan For The Future Of Cross-Channel Marketing

The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But...

• Downloads: 861
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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: 335
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For Marketing Leadership Professionals

Tool:Maturity Determines Where To Launch Your CORE Strategy

For Marketing Leadership Professionals

Report:Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey...

• Downloads: 461

For Customer Insights Professionals

Report:Navigating The Customer Lifetime Value Conundrum

A Decision-Making Framework For Lifetime Value Analysis

Customer lifetime value (CLV), a forward-looking indicator of customer profitability, became common parlance as relationship marketing gained momentum. However, calculating CLV remains a significant...

• Downloads: 678
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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: 166

For Marketing Leadership Professionals

Tool:Determine The CORE Directive Most Critical For You

For Marketing Leadership Professionals

Report:Benchmark Your Interactive Marketing Maturity

Five Key Metrics For Tracking Progress

Are your interactive marketing efforts keeping pace with the marketplace? In this report for interactive marketers, Forrester identifies the five key benchmarks that help you gauge how well you are...

• Downloads: 806
• Comments: 1
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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 Customer Insights Professionals

Report:Demonstrate Marketing Accountability With Effective Dashboards

Dashboards Provide A Face For The Marketing Accountability Framework

The demands on Customer Intelligence (CI) professionals to demonstrate accountability and marketing success to support the case for continued marketing investments are intensifying. Forrester's...

• Downloads: 851

For Marketing Leadership Professionals

Report:Twitter Automatic Messages: Easy But Dangerous

Poorly Used Auto DMs Decrease Affinity And Engagement On Twitter

The ability to send automatic direct messages (auto DMs) to new followers is not built into the Twitter platform, and for good reason. While some brands and people use third-party tools to send auto...

• Downloads: 216

For Customer Insights Professionals

Report:Listening Metrics That Matter

As social media becomes more prevalent, the data it creates becomes a critical research and insight-generation activity. Businesses turn to listening platforms to harvest the rich trove of consumer...

• Downloads: 1661

For CMO Professionals

Report:TV And Video Advertising Is On The Upswing In 2012

Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

• Downloads: 725
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For Application Development & Delivery Professionals

Report:Early Adopters Embrace Hadoop For Operations And Customer Analytics

Experiences Of Big Data First Movers

Forrester interviewed three organizations that have deployed Hadoop to support customer-facing processes, the back office, and even their research and development operations. Although these early...

• Downloads: 934

For Customer Insights Professionals

Report:Business Metrics Market Insights Professionals Can Track And Where To Get Them

Market Insights Needs To Track Business Success To Show Value-Add

Market insights professionals often struggle to understand how they can identify and measure customer, competitive, and business changes and effectively guide stakeholders toward business success via...

• Downloads: 437

For Customer Insights Professionals

Report:Ten Steps To Successful Social Intelligence Measurement

Performance Management: The Social Intelligence Playbook

Social media — with its seemingly nebulous returns, such as "engagement" and "advocacy" — often baffles customer intelligence (CI) professionals trying to measure and optimize their...

• Downloads: 447
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