Forrester

For Customer Insights Professionals

Blog:Revisiting Customer Lifetime Value

Relationship marketers love customer lifetime value (CLV) as a concept because it puts the customer at the core of the marketing investment decision and sneaks a peek into the future worth of the...

For Customer Insights Professionals

Blog:CI Fail: Contextual Relevance Gone Bad

Rarely do moments like this occur. Last week, while watching the evening news (yes, I still watch news), I was horrified by the continued coverage of the cruise ship disaster in Italy. But, while...

For Customer Insights Professionals

Blog:Find Your Insights Silver Lining With The Customer Analytics Playbook

  The deluge of customer data shows no signs of abating. The perpetually-connected customer leaves data footprints in every interaction with a brand. This presents tremendous opportunities for...

For Customer Insights Professionals

Report:Segmentation: New Approaches To An Old Problem

Customer segmentation has featured in the marketing tool kit for a long time as a means to understand customers and develop targeted communications. Customer Intelligence (CI) professionals use...

• Downloads: 771
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For Customer Insights Professionals

Report:Use Customer Analytics To Get Personal

Analytically Driven Personalization Increases Retention And Return

Companies personalize products, offers, content, and communications for a variety of reasons — to treat customers uniquely, to make them feel special, and to encourage them to spend more. Firms...

• Downloads: 1274

For Customer Insights Professionals

Report:Five Ways That Personal Identity Management Changes Customer Analytics

In the future, consumers will manage their data through a concept that Forrester calls personal identity management (PIDM). Customers' control over their data affects the analytics performed on that...

• Downloads: 326

For Customer Insights Professionals

Report:Customer Intelligence: Embrace DMPs To Enhance Your Digital Relevance

Why Customer Intelligence Pros Must Collaborate With Interactive Marketers

The emergence of data management platforms (DMPs) as a technology that serves the audience segmentation and targeting needs of interactive marketers has wide implications for Customer Intelligence...

• Downloads: 473

For Customer Insights Professionals

Report:Evolve Your Approach To Acquisition And Retention

Processes: The Customer Analytics Playbook

Marketers continue to emphasize acquisition and are willing to take the risk of acquiring customers with low long-term profitability. While retention efforts typically enjoy the spotlight in an...

• Downloads: 344

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: 522
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For Customer Insights Professionals

Report:How Analytics Drives Customer Life-Cycle Management

Vision: The Customer Analytics Playbook

With the growing importance of customer intelligence (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business...

• Downloads: 1858
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For Customer Insights Professionals

Report:The Forrester Wave™: Customer Analytics Solutions, Q4 2012

How Six Vendors Stack Up In A Mature Yet Changing Market

In Forrester's 70-criteria evaluation of customer analytics vendors, we identified the six most significant software providers — Angoss Software, FICO, IBM, KXEN, Pitney Bowes, and SAS —...

• Downloads: 779
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For Customer Insights Professionals

Blog:The State Of Customer Analytics 2012

I’m excited to announce that our new research on how firms use customer analytics was just published today.  The new research reveals some interesting findings: Customer analytics serves...

For Customer Insights Professionals

Blog:Translate Customer Analytics Into Action

Companies adopt advanced analytics tools and techniques to convert data into intelligence and drive key customer-facing business decisions. We see that customer intelligence (CI) professionals...

For Customer Insights Professionals

Report:The Consumerization Of Customer Analytics

Landscape: The Customer Analytics Playbook

The analytics conversation is now front and center for marketers, thanks to the real estate that big data enjoys in mainstream media. As a result of this buzz, customer analytics practitioners who...

• Downloads: 222

For Customer Insights Professionals

Blog:Customer Intelligence Teams Need Analytics "Translators"

Any big data or analytics conversation would be remiss without the mention of "data scientists." Much has been written about data scientists– who they are, who they should be, and...

For Customer Insights Professionals

Report:Assessing Your Customer Intelligence Quotient

Forrester posits a customer intelligence (CI) quotient with three levels of maturity: functional intelligence, marketing intelligence, and strategic intelligence. At the highest maturity level, the...

• Downloads: 609

For Customer Insights Professionals

Blog:Analytics Needs A "Creative" Makeover

Analytics and creativity are seldom used in the same sentence. The natural instinct is to delineate the two as left-brain and right-brain pursuits. Analytics and creative teams speak different...

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 Customer Insights Professionals

Blog:Participate In Our 2012 Customer Analytics Adoption Survey

Does your firm use customer analytics to optimize relationship marketing efforts? Does your firm use analytical techniques to understand and predict customer behavior? If so, we want to hear...

For Customer Insights Professionals

Blog:Unlikely Data Partnerships: A New Reality?

I was intrigued by the recent announcement that MasterCard and Brighter Planet were teaming up to mine carbon emission data based on corporate cardholder data. This announcement got me thinking about...

For Customer Insights Professionals

Report:Improving Customer Segmentation

Three Approaches For CI Professionals To Deliver Value

Few customer segmentation models deliver on their promise. Some drive organizational strategy and profitability, while others live as glossy reports on the CMO's shelf. Segmentation that merely...

• Downloads: 1107

For Customer Insights Professionals

Report:The State Of Customer Analytics 2012

Benchmarks: The Customer Analytics Playbook

The customer data explosion shows no signs of abating. Companies need strong customer analytics capabilities to get a handle on customer data and make meaningful decisions based on analytical...

• Downloads: 1098
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For Customer Insights Professionals

Blog:Just Published: The Forrester Wave™: Customer Analytics Solutions, Q4 2012

Customer Intelligence (CI) professionals invest in data-mining, predictive analytics and modeling tools and technologies to make sense of the deluge of data. In the past, they've had to adapt...

For Customer Insights Professionals

Report:Customer Intelligence Needs A New Breed Of Marketing Scientist

Organization: The Customer Analytics Playbook

A mature customer intelligence (CI) function needs optimized data processes, cutting-edge technologies, and the right analytics talent. Analysts add value to CI with their data-mining and...

• Downloads: 558
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For Customer Insights Professionals

Report:Deciphering A Fragmented Customer Analytics Ecosystem

Tools And Technology: The Customer Analytics Playbook

With the increased focus on data-driven marketing, few firms have the budgets, technology capabilities, or analytical skills to advance their analytics agendas internally, and they frequently turn to...

• Downloads: 2374