Forrester

For Customer Insights Professionals

Report:The Facebook Factor

Quantifying The Impact Of A Facebook Fan On Brand Interactions

Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

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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: 179

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

Tool:Consumers Don't Mind Advertising

For Marketing Leadership Professionals

Report:Consumer "Ad-itudes" Stay Strong

Better Trust Will Improve Ad Response

Consumers don't love advertising, but they do admit it helps increase product awareness, drive purchase activity, and change brand attitudes. To get more consumers to respond to advertising, we...

• Downloads: 486