Forrester

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: 1461

For Customer Insights Professionals

Report:The Cross-Channel Attribution Blueprint

A Readiness Framework For Successful Implementation

Customer Intelligence (CI) professionals are increasingly tasked with assessing marketing effectiveness across all channels within the organization. But without access to next-generation attribution...

• Downloads: 778

For Customer Insights Professionals

Report:Untangling The Attribution Web

Using Cross-Channel Attribution To Understand Marketing Effectiveness

In an environment where media fragmentation is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing...

• Downloads: 724

For Customer Insights Professionals

Report:Personal Identity Management

Preparing For A World Of Consumer-Managed Data

Consumers are leaving an exponentially growing digital footprint across channels and media, and they are awakening to the fact that marketers use this data for financial gain. This, combined with...

• Downloads: 710

For Customer Insights Professionals

Report:Retailers: Differentiate With Customer Intelligence

Why Retailers Must Invest In Maturing Their CI Capabilities

Multichannel retailers, who often have a direct-marketing provenance, have marts and warehouses full of customer data. But very few of them are turning that data into Customer Intelligence (CI) the...

• Downloads: 589

For Customer Insights Professionals

Report:Five Foundational Requirements For Retail Customer Intelligence

In the age of the customer, the old rules and standards of database marketing will be the downfall of traditional retailers. While financial services, travel, and a handful of cutting-edge merchants...

• Downloads: 547

For Customer Insights Professionals

Report:The Forrester Wave™: Customer Engagement Agencies, Q4 2012

How 13 Vendors Stack Up In An Emerging Market

In Forrester's 19-criteria evaluation of emerging customer engagement agencies (CEAs), we found that only OgilvyOne Worldwide has made a significant-enough shift in this segment of its business to be...

• Downloads: 494
• Comments: 2
• Rating:

For Customer Insights Professionals

Report:US Database Marketing Service Providers: Alternatives To Consider

The database marketing service provider (MSP) market continues to evolve, with a variety of entrants competing for space. Forrester's recent evaluation, "The Forrester Wave™: US Database...

• Downloads: 452

For Customer Insights Professionals

Report:The Evolution Of The Customer Engagement Agency

As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

• Downloads: 508
• Rating:

For Customer Insights Professionals

Report:Agile Methods Improve Customer Intelligence

Customer Intelligence (CI) professionals should apply the principles of agile development — collaboration, self-organization, and iterative development — to speed delivery and create...

• Downloads: 384

For Customer Insights Professionals

Report:Making Sense Of A Chaotic CI Services Landscape

What CI Professionals Need To Know When Evaluating Their Needs And Vendors

As Customer Intelligence (CI) becomes the nerve center of the organization, the number of vendors touting CI services as part of their offerings is growing. Vendors, from database marketing service...

• Downloads: 413

For Customer Insights Professionals

Report:How Dirty Is Your Data?

Strategic Plan: The Personal Identity Management Playbook

As personal identity management (PIDM) begins to take shape, companies must think about their customer intelligence (CI) practices differently. Today's data governance policies — the rules that...

• Downloads: 394
• Comments: 2
• Rating:

For Customer Insights Professionals

Report:Four Trends In Customer Intelligence Services

Over the past year, we've been tracking a subtle shift in how organizations are evaluating and buying customer intelligence (CI) services. As executives at the C-level get involved in CI vendor...

• Downloads: 293

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: 336

For Customer Insights Professionals

Report:Navigating The Future Of Customer Intelligence

Customer intelligence is in the throes of significant change brought about by two primary drivers: 1) the disruption caused by the massive shifts in consumer behavior, and 2) organizations' growing...

• Downloads: 304
• Rating:

For Customer Insights Professionals

Report:Personal Identity Management Success Starts With Customer Understanding

With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines,...

• Downloads: 357
• Rating:

For Customer Insights Professionals

Report:The Attribution Readiness Self-Test

Customer Intelligence (CI) professionals should constantly evaluate their need for next-generation marketing measurement processes, including cross-channel attribution. Successfully implementing...

• Downloads: 275

For Customer Insights Professionals

Report:Making Sense Of A Fractured Consumer Data Ecosystem

Landscape: The Personal Identity Management Playbook

Although widespread adoption of personal identity management (PIDM) remains a few years away, the ecosystem of data lockers and authorization managers is already rapidly evolving. Firms ranging from...

• Downloads: 300
• Rating:

For Customer Insights Professionals

Report:Should You Engage In A Customer Intelligence Safe Haven?

Why Marketers Must Create Partnerships To Succeed In The Future

The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

• Downloads: 234

For Customer Insights Professionals

Report:Prepare For A World Of Consumer-Managed Data

Executive Overview: The Personal Identity Management Playbook

Amid the talk of big data and personal clouds, another important trend is emerging: Consumers are increasingly aware of the data they create as they move about the Web and engage with businesses and...

• Downloads: 229

For Customer Insights Professionals

Report:Should Your Firm Work With A Customer Engagement Agency?

How To Decide Whether And When To Hire A CEA

Customer intelligence (CI) professionals play an important role in a firm's evolution in the age of the customer — with many gaining C-suite visibility and achieving more-strategic positioning...

• Downloads: 152

For Customer Insights Professionals

Report:Building Data Stewardship Is A New Customer Intelligence Imperative

Organization: The Personal Identity Management Playbook

In anticipation of the increasing adoption of personal identity management (PIDM) tools and services, customer intelligence (CI) leaders will be held increasingly accountable for their organizations'...

• Downloads: 193
• Rating:

For Marketing Leadership Professionals

Report:Introducing Adaptive Intelligence

Why Firms Need To Share Data To Become Customer-Obsessed

Enterprises seeking to better understand their customers, market, and competitive landscape can't afford to limit their insights to only what they already know — the data they generate...

• Downloads: 163

For Customer Insights Professionals

Report:Customer Engagement Agency Progress Reflects Industry Maturity

During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found...

• Downloads: 135