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: 240

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
• Rating:

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: 257

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: 218

For Marketing Leadership Professionals

Tool:Determine Your Level Of Measurement Maturity

For Marketing Leadership Professionals

Tool:Maturity Determines Where To Launch Your CORE Strategy

For Marketing Leadership Professionals

Report:Branding Value Of Paid Search

How Search Can Build And Defend Brands

For many marketers in the US and key European countries, search marketing represents a powerful branding tool, justifying why a high portion of the search budget is currently consumed by generic...

• Downloads: 602

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: 2081

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: 855

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: 438

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:Community Benchmarking Metrics

What To Expect For The Health Of Your Community

Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically...

• Downloads: 518

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: 305
• Rating:

For Customer Insights Professionals

Report:How To Identify Online Marketing Suite Requirements

Assess Your Current State To Inform The Online Marketing Suite Road Map

The online marketing suite is a well-regarded framework for coordinating interactive marketing, but it consistently proves difficult to implement. Customer Intelligence (CI) professionals struggle to...

• Downloads: 358

For Marketing Leadership Professionals

Report:2010 Marketing Budgets Rise Cautiously

For B2B And B2C Marketers, Digital Benefits Most From Budget Shifts

The world economy is on the mend from a disastrous 2009, and twice as many marketing leaders see signs of recovery in their industry as do not. Despite a positive outlook, almost a third of marketing...

• Downloads: 555

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: 184
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For Customer Insights Professionals

Tool:Improving Customer Experience Is Top Of Mind For CI Professionals

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: 200

For Marketing Leadership Professionals

Report:Use Interactive Marketing Dashboards To Improve Decision-Making

How To Plan, Build, And Optimize Your Dashboards

Deluged with data, interactive marketers wrestle with summarizing and communicating information. Essential life jackets in this raging sea: well-crafted dashboards. They help interactive marketers...

• Downloads: 822

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: 2562
• Rating:

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: 308
• 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: 1942

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