Forrester

For Customer Insights Professionals

Client Inquiry:Acquisitions: Another Disruptive Force For Marketing Technologists

What off-the-shelf tools provide life-cycle analysis? In a recent article of yours (Forrester's July 12, 2011, "Acquisitions: Another Disruptive Force For Marketing Technologists" report), you made...

For Customer Insights Professionals

Blog:Just Published: The Forrester Wave: Cross-Channel Campaign Management, Q1 2012

Cross-channel campaign management (CCCM) tools face mounting pressure to evolve in the face of continuous, interactive, customer-led dialogue. CCCM capabilities have matured dramatically, but...

For Customer Insights Professionals

Report:Take A Startup Approach To Develop Customer Relationships

Organization: The Cross-Channel Campaign Management Playbook

Customers, empowered by always connected digital devices, can engage with brands at any time, from any place, and at any point within the customer life cycle. To respond with relevance in real time,...

• Downloads: 451

For Customer Insights Professionals

Report:The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012

How Eleven Vendors Tackle A Mature, Yet Rapidly Evolving, Category

In Forrester's 81-criteria evaluation of cross-channel campaign management (CCCM) vendors, we identified, researched, and scored 12 products from 11 providers: Alterian, Aprimo, ExactTarget, IBM,...

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For Customer Insights Professionals

Report:Enable Customer Obsession With Cross-Channel Campaign Management

Executive Overview: The Cross-Channel Campaign Management Playbook

Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to...

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For Customer Insights Professionals

Blog:Four Reasons Why ExactTarget's IPO Helps CI Pros

ExactTarget filed an S-1 last Wednesday, November 23, the first step towards an initial public offering (IPO) by the end of March, 2012.1 The company grew substantially over the past several years...

For Customer Insights Professionals

Report:Plan Customer-Centric Campaign Management Requirements

Assessment: The Cross-Channel Campaign Management Playbook

This report outlines the capabilities assessment of Forrester's solution for customer intelligence (CI) professionals working on marketing technology. Transforming marketing programs into...

• Downloads: 275

For Customer Insights Professionals

Report:CI Teams: Blocking And Tackling Is Not Enough

Integrating Customer Data Is Vital, But It's Not The End Goal

We recently surveyed 137 Customer Intelligence (CI) professionals about their use of analytical applications and priorities. Users are investing in solutions that transform insight into action, but a...

• Downloads: 321

For Customer Insights Professionals

Report:Measure The Strength Of The Marketing Technology Stack

Performance Management: The Cross-Channel Campaign Management Playbook

The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

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For Customer Insights Professionals

Blog:Teradata's eCircle Acquisition: Portfolio Or Platform Play?

Today Teradata announced plans to acquire of Munich-based eCircle, a digital and email marketing provider. With the acquisition, Teradata continues two trends: Extending core offerings through...

For Customer Insights Professionals

Blog:Take Forrester's Marketing Technology Survey

Using, investigating, or buying marketing technology? If so, we want to hear from you. Take the survey and receive a complimentary copy of the completed research. Take the marketing technology survey...

For Customer Insights Professionals

Report:How Listening Informs Campaign Management

With customer communication channels growing at an exponential pace, brands must adapt their marketing campaigns to provide messages that are more customer-relevant and that differentiate their...

• Downloads: 452

For Customer Insights Professionals

Report:The State Of MRM In 2011

Marketing Operations Technology Is Increasingly Contextual

Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the middle...

• Downloads: 554

For Customer Insights Professionals

Report:Mastering New Marketing Automation Approaches

Tools And Technology: The Cross-Channel Campaign Management Playbook

The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't keep up...

• Downloads: 456
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For Customer Insights Professionals

Blog:The Surprising Challenge Of CI

Hello, everyone. As a new analyst on Forrester's Customer Intelligence team, I'm taking over coverage of enterprise marketing platforms. I'll range everywhere from cross-channel campaign...

For Customer Insights Professionals

Report:Investing In Marketing's Technology Future

How CI Can Use Technology To Drive Competitive Advantage

Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing...

• Downloads: 637
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For Customer Insights Professionals

Blog:On Marketing Technology, Castles, And Moats

Over the weekend, an experience with Apple prompted me to think about marketing technology’s role in creating economic moats. According to Warren Buffet: In days of old, a castle was protected...

For Customer Insights Professionals

Blog:Oracle Acquires Eloqua: A Do-Over For The Era Of Digital Disruption

Today, Oracle announced that it will acquire Eloqua, a marketing automation firm. Oracle positions the deal as a comprehensive customer experience cloud that enables business to create an...

For Customer Insights Professionals

Report:To Insource Or To Outsource: Understanding The Customer Intelligence Decision Process

As customer databases grow in functionality and organizational influence, Customer Intelligence (CI) professionals must choose between insourcing and outsourcing strategies to best facilitate their...

• Downloads: 335

For Marketing Leadership Professionals

Blog:MOVE BEYOND THE CAMPAIGN

Standing in an aisle of a big box retailer, I bought a new electric shaver from a competing retailer’s online store. The store’s shaving display reminded me that my razor was dying. Not...

For Customer Insights Professionals

Blog:Kick Out The Tills, CI Professionals

Mike Brown, CIO of Lowe’s, in an interview with Bloomberg on the purchase of 42,000 iPhones as point of sale (POS) devices: Forget about the competition, we are playing catch-up with the...

For Customer Insights Professionals

Blog:What The Demise Of Flex Means For CI Pros

Earlier today, November 12, Deepa Subramaniam posted on the Flex Team Blog: Does Adobe recommend we use Flex or HTML5 for our enterprise application development? In the long-term, we believe HTML5...

For Customer Insights Professionals

Report:Move Beyond Campaigns To Tap Hidden Customer Potential

Cross-channel campaign management (CCCM) tools are the heart of the enterprise marketing platform, yet campaigns are too rigid and too rooted in batch-based techniques to allow firms to achieve...

• Downloads: 84

For Customer Insights Professionals

Blog:Carrier IQ: When CI Should Be Damned

Did you see the news about Carrier IQ covertly capturing Android users' activities for analysis by carriers? Trevor Eckhart, who analyzed the application, writes: Carrier IQ software, which...

For Customer Insights Professionals

Blog:Amazon Silk Is Amazon's Secret CI Agent

The new Amazon Silk promises to speed tablet web browsing. It also provides Amazon's core business with a secret weapon against other retailers. Amazon Silk is essentially a browser that, by...