Forrester

For Customer Insights Professionals

Report:The Intelligent Approach To Customer Intelligence

A Framework For Turning Customer Data Into Smart Business Strategy

Marketers who measure the impact of their Customer Intelligence (CI) say that it not only boosts campaign-specific metrics but also improves customer acquisition, retention, and satisfaction, as well...

• Downloads: 1855

For CMO Professionals

Report:The Future Of Agency Relationships

Marketers Need To Lead Agency Change In The Adaptive Marketing Era

Agencies continually reinvent themselves to serve their clients — they have to quickly adapt to changes in marketing strategy, media, technology, and society. And with the rise of social media...

• Downloads: 1646

For Customer Insights Professionals

Report:Customer Intelligence Trends To Watch In 2011

CI Professionals Are Fighting Wars On Multiple Fronts In Order To Evolve

As Customer Intelligence (CI) matures, CI professionals must adapt how they capture, integrate and manage, analyze, and apply knowledge about their customers. As we look ahead to 2011, we expect CI...

• Downloads: 1467

For Customer Insights Professionals

Report:The Forrester Wave™: Database Marketing Service Providers, Q4 2007

Merkle, Targetbase, KnowledgeBase, Allant, And Epsilon Are Enterprise Leaders

Forrester evaluated 12 leading database marketing service providers across 143 criteria. Our analysis identifies Merkle, Targetbase, KnowledgeBase Marketing, The Allant Group, and Epsilon as Leaders...

• Downloads: 1248

For Customer Insights Professionals

Report:The Forrester Wave™: US Database Marketing Service Providers, Q1 2011

Epsilon, KBM Group, And Targetbase Lead A Strong Chasing Pack

In Forrester's 90-criteria evaluation of US database marketing service providers (MSPs), we found that Epsilon, KBM Group, and Targetbase led the pack because of their analytical and strategic...

• Downloads: 1428

For Customer Insights Professionals

Report:Defining An Enterprisewide Customer Contact Strategy

Increasingly, today's consumers try to limit their exposure to marketing communications. Yet few firms seek to implement a contact strategy across lines of business and communications channels in...

• Downloads: 1081

For Customer Insights Professionals

Report:Best Practices: Socializing The Customer Database

How Leading Firms Leverage Customer Insight Across The Business

Marketing leaders working to drive customer centricity within their firms recognize that left-brained, quantitative skills are crucial for success. These marketing execs often spend millions building...

• Downloads: 819

For Customer Insights Professionals

Report:The Direct Marketing Services Ecosystem

Most marketers who outsource tasks to support their direct marketing efforts work with several service providers. Unfortunately for marketers, there are a multitude of vendor options across many...

• Downloads: 933

For Customer Insights Professionals

Report:Six Success Factors For Outsourcing Customer Analytics

Customer analytics is a critical function in leading marketing organizations. Leaders leverage customer analytics to optimize campaigns, dictate contact strategy, and boost profitability. But...

• Downloads: 782

For Customer Insights Professionals

Report:Preparing For The Intelligent Enterprise: A Blueprint For Customer Intelligence Professionals

Why Market Insights + Customer Intelligence = Competitive Advantage

Despite an abundance of customer-related data, most companies still struggle to understand their customers — lacking the culture, process, technology, data, measurement framework, and business...

• Downloads: 877

For Customer Insights Professionals

Report:Direct Marketing Needs A Green Wake-Up Call

Environmental Colorblindness Could End In Regulation

Consumer concern for the environment has risen considerably over the past few years. Consumers consider not only their own practices but also the actions of companies with which they interact. Piles...

• Downloads: 542

For Customer Insights Professionals

Report:Database Marketing Fundamentals For B2B Marketers

Well-executed database marketing increases customer engagement, better aligns marketing activity with sales results, and improves marketing efficiency. However, business-to-business (B2B) marketers...

• Downloads: 650

For Customer Insights Professionals

Report:The Customer Database Amps Up Its Influence

Findings From Forrester's Recent State Of The Customer Database Study

The customer database — initially built in most organizations to support direct marketing (DM) — is increasingly being used far beyond its original purpose. As an update to a 2005 study,...

• Downloads: 541

For Customer Insights Professionals

Report:How Direct Marketers Can Weather The Economic Storm

In June, we surveyed 84 direct and database marketers about their spending plans for the next three years and probed about how an economic slowdown might affect their planned spending. What did we...

• Downloads: 589

For Customer Insights Professionals

Report:The Forrester Wave™: UK Database Marketing Service Providers, Q2 2009

No Outright Leader Within A Fragmented Market

For several years, Forrester has evaluated database marketing service providers in the US. However, not all of these providers operate internationally, and we receive frequent inquiries specific to...

• Downloads: 525

For Customer Insights Professionals

Report:Marketers: Stop The Abuse! Adopt Preference Management

Consumers Are Losing Trust And Patience With Marketers

Preference and relevance are tired and overused marketing terms. But despite the lip service marketers give them, we don't see an awful lot of focus on them. To get a complete picture of the state of...

• Downloads: 576

For Customer Insights Professionals

Report:How Firms Organize Their Customer Intelligence Function

One of our most frequent client inquiries relates to the best way to organize Customer Intelligence (CI). Our research shows that no single "best" way exists. Firms organize differently — often...

• Downloads: 628

For Customer Insights Professionals

Report:The Customer Contact Strategy Self-Test

Successful customer contact strategies involve five major components: culture, technology, analytics, business process, and measurement. To gauge how well firms are positioned to establish an...

• Downloads: 563

For Customer Insights Professionals

Report:Case Study: First Tennessee Bank Elevates Customer Insight To The C-Suite

First Tennessee Bank leverages insight from its marketing and customer analytics team throughout its business. However, five years ago, the team had limited intelligence on its customers and...

• Downloads: 399

For Customer Insights Professionals

Report:Design A Social Intelligence Function

Organization: The Social Intelligence Playbook

Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and, most importantly, people to do the...

• Downloads: 600

For Customer Insights Professionals

Report:How Firms Use Database Marketing Services

We interviewed 198 marketers about how they outsource 10 related database marketing services. Bottom line: Direct marketers are hungry for outsourcing services. They turn to service providers for...

• Downloads: 266

For Customer Insights Professionals

Report:Case Study: Harrah's Entertainment Nurtures a Customer Insights Culture

Harrah's Entertainment's customer insight team tracks almost 80% of its revenue on a "Total Rewards" card, the firm's customer loyalty program, giving the company amazing insight into its customer...

• Downloads: 375

For Customer Insights Professionals

Report:Customer Intelligence Needs To Get Out Of The Weeds To Demonstrate Value

With an influx of data and the upsurge of digital media channels revolutionizing how companies communicate with customers, Customer Intelligence (CI) professionals are poised to elevate their...

• Downloads: 396

For Customer Insights Professionals

Report:Case Study: ESPN Drives Fan Value Through Customer Intelligence

During the past three years, ESPN has systematically integrated and analyzed multiple data sources from across the business to develop an understanding of the unique value that individual fans...

• Downloads: 406

For Customer Insights Professionals

Report:Consumer Privacy Is A Ticking Time Bomb For Customer Intelligence Executives

Consumers Are No Longer Passive About Their Privacy

Despite renewed interest from Washington, D.C., regarding consumer privacy, the marketing industry continues to call for self-regulation — a concept that is given shorter shrift following its...

• Downloads: 345