Forrester

For CMO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

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For Chief Marketing Officer Professionals

Blog:Highlights From My Latest Report On Loyalty Marketing

We have just published my new report on loyalty marketing: "A New Approach To Brand Loyalty." From the interviews with more than 50 marketing leaders, we have learned that more than 40% of chief...

For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Initiative

Benchmarks: The Marketing Mix Optimization Playbook

Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

• Downloads: 205

For Marketing Leadership Professionals

Report:The Scientific Method Comes To Marketing

Executive Overview: The Marketing Mix Optimization Playbook

When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

• Downloads: 440
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For Marketing Leadership Professionals

Report:Manage Your Marketing Mix Modeling Vendors

Performance Management: The Marketing Mix Optimization Playbook

Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

• Downloads: 167

For Marketing Leadership Professionals

Client Inquiry:What Were The Selection Criteria For Inclusion In Forrester's Marketing Mix Modeling Wave?

What were the selection criteria for inclusion in Forrester's September 21, 2011, "The Forrester Wave: Marketing Mix Modeling, Q3 2011" report.

For CMO Professionals

Report:Case Study: Two Approaches To Align Marketing With IT

The rapid adoption of new digital technologies by consumers is pushing marketing and IT closer together. Two companies that Forrester spoke with took very different approaches to the challenge of how...

• Downloads: 408

For Chief Marketing Officer Professionals

Blog:Are Marketing And IT Finally Having A Go At Working Effectively Together?

With the increasing richness and complexity that digital channels and social media bring to the marketing equation, senior marketers increasingly realize that, to be relevant in shaping their...

For CIO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CIOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 31
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For Marketing Leadership Professionals

Blog:What Is A Boomerang?

  No, I’m not Australian . . . at Forrester, "boomerangs" are analysts that, after leaving the research team for a stint in the "real world,"  have decided to re-join. Clients and...

For CMO Professionals

Report:Trends For The CMO To Watch In 2011

Brands Need To Prepare Now For The Next Digital Decade

2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But that...

• Downloads: 1642

For Marketing Leadership Professionals

Report:A New Approach To Brand Loyalty

Loyalty Marketing Must Take The Brand Beyond Points And Programs

Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term financial...

• Downloads: 1232

For Chief Marketing Officer Professionals

Blog:On Boutiques.com And Why Brands Need A Content Syndication Strategy

Last week, The New York Times broke the news that Google is launching a new eCommerce platform targeting fashion brands: Boutiques.com: http://nyti.ms/9DlCu. (Disclaimer: I worked for four...

For CMO Professionals

Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

• Downloads: 496
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For Marketing Leadership Professionals

Report:CMOs Must Merge Marketing With IT To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

• Downloads: 713
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For Marketing Leadership Professionals

Blog:Q&A With Veronique Tordoff, UK Market Customer Experience Leader, Philips Electronics

Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense...

For Chief Marketing Officer Professionals

Blog:Please Take Our Survey On Loyalty Marketing

Loyalty currently is at the top of my research agenda. Why? I think that marketing organizations have been approaching loyalty with uneven success by adopting established approaches mainly based on...

For CMO Professionals

Report:Measuring The Impact Of Branded Content

Read this report if you want to understand how to measure the effectiveness of a branded content strategy along the stages of the customer life cycle. This report will help you define the most...

• Downloads: 606

For eBusiness & Channel Strategy Professionals

Report:Moving Traveler Loyalty From "Utility" To "Good"

Using Ancient Greek Philosophy As A Framework For 21st Century Travel Loyalty

The Greek philosopher Aristotle believed that there were three levels of friendships: utility, pleasure, and good. The lowest, utility, describes the current state of travel loyalty programs —...

• Downloads: 499

For Marketing Leadership Professionals

Report:Adapting To Media Fragmentation In Europe

The Impact Of Media Fragmentation Patterns On Communication Strategy

Consumers across Europe are embracing new media platforms that change the way they consume content. This year's European Technographics® data shows a continuous growth in the amount of time...

• Downloads: 379

For CMO Professionals

Report:Adaptive Planning Delivers Marketing Accountability

The Benefits Of A Flexible And Result-Focused Approach To Marketing Planning

Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is...

• Downloads: 358

For CMO Professionals

Report:Marketers Need To Embrace The Customer Experience Ecosystem

While marketers spend most of their efforts and resources on top-of-mind channels like the Web or TV, two-thirds of consumers report lackluster interactions with brands, leading to low levels of...

• Downloads: 509

For Marketing Leadership Professionals

Report:The Forrester Wave™: Marketing Mix Modeling, Q3 2011

MarketShare, Marketing Management Analytics, ThinkVine, And SymphonyIRI Are Leaders

The marketing mix modeling market is undergoing a transformation as marketers increasingly demand that vendors provide solutions that are updated frequently, can easily aggregate data streams, can...

• Downloads: 1168
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For Marketing Leadership Professionals

Blog:How Marketing Mix Modeling Is Adapting To New Technologies And A Heightened Demand For Marketing Accountability

Marketing mix modeling solutions have been around for quite some time, providing marketers in several key categories with complex statistical models that aim to find the correlation between past...

For Marketing Leadership Professionals

Report:Customer Life-Cycle Marketing Demands New Metrics

Success Will Depend On Measuring The Handoff Between Phases

To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer life...

• Downloads: 987
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