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,...

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: 174

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 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 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 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 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: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 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 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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