Forrester

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: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: 1172
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For Marketing Leadership Professionals

Report:Marketing Mix Modeling Landscape Overview

The fragmented media landscape makes accurate attribution of successful marketing efforts increasingly difficult. As a result, marketing leaders are under greater pressure than ever to bring...

• Downloads: 1210
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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: 1233

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: 988
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For Marketing Leadership Professionals

Report:CMO Imperatives For 2012

Use Technology To Move From Experimentation To Driving Results

In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...

• Downloads: 923
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For Marketing Leadership Professionals

Report:Four Steps To Tackle The Shift To The Customer Life Cycle

Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

• Downloads: 659
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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: 714
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For CIO Professionals

Report:CIOs Must Merge IT With Marketing 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: 624
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For Marketing Leadership Professionals

Report:Mobile Unifies The Online-Offline World

New Mobile Ad Formats Help Shape The Marketing Continuum

After more than a decade of fast-paced innovation, mobile is creating a link between digital ads and their physical-world counterparts in magazines, billboards, bar codes, and aisles. With new mobile...

• Downloads: 655

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 CMO Professionals

Report:The Evolved CMO In 2012

CMOs Must Take A More Active Role In Business And Technology Strategy

Forrester Research and Heidrick & Struggles recently conducted a global survey of nearly 200 chief marketing officers (CMOs). In this report, you will find out how these CMOs view their relationship...

• Downloads: 598
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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: 447
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For CMO Professionals

Report:Marketers Need To Acquire Adaptive Skill Sets

Organization: The Marketing Mix Optimization Playbook

Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, the...

• Downloads: 596

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 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: 497
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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: 510

For CMO Professionals

Report:Marketing And IT Must Align For Business Success

Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This...

• Downloads: 515

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 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 Marketing Leadership Professionals

Report:Align Marketing Goals With Business Objectives

Strategic Plan: The Marketing Mix Optimization Playbook

Marketing mix optimization — the practice of using data-driven insights to strategically allocate and optimize marketing budgets across channels — is a powerful tool to help marketers...

• Downloads: 313

For Marketing Leadership Professionals

Report:Boost Marketing Returns With Model-Driven Insights

Tools And Technology: The Marketing Mix Optimization Playbook

Marketing mix modeling is undergoing a transformation as marketers increasingly demand that vendors provide solutions that can be updated frequently, easily aggregate data streams, provide...

• Downloads: 282

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

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: 233