Forrester

For Marketing Leadership Professionals

Tool:Mass Influencers Are More Likely To Fan A Company Or Brand And To Share Links

For Marketing Leadership Professionals

Report:Remarketing Done Right

Maximize Display Effectiveness By Optimizing Your Approach

New upstarts like Dotomi and FetchBack have recently invigorated interest in the value of remarketing, but it's a tried-and-true display tactic that's been around for years. Marketers can...

• Downloads: 643
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For Marketing Leadership Professionals

Report:Use Social Intelligence To Improve Email Marketing Success

Although social media gives interactive marketers the opportunity to gather more data than ever about customers, few marketers use this data to improve the performance of their email marketing...

• Downloads: 471

For Marketing Leadership Professionals

Tool:Mass Influencers Have More Trust in Company And Brand Communications

For Marketing Leadership Professionals

Report:Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

• Downloads: 852

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:Three Ways To Find, Create, And Energize Advocates

Promote, Find, And Attract The Mass Influencers Who Matter

Fans and followers are helpful for brands, but the people who bring the greatest value in social media are not just fans but advocates — people who can and will support, engage, and share...

• Downloads: 1018

For Marketing Leadership Professionals

Tool:Italian, Dutch, And Swedish Banks Have The Best Opportunity For Social Media Marketing

For Marketing Leadership Professionals

Report:Gamification: "Level Up" Your Strategic Approach

Over the past year, marketers have made the shift from learning about the meaning of gamification to incorporating it into their strategies. But so far, the results have been mixed, as the...

• Downloads: 87

For Marketing Leadership Professionals

Report:Get Control Of Financial Services Social Marketing

Choose A Social Marketing Management Vendor Focused On The Specific Needs Of The Financial Industry

Clearer compliance regulations are making financial services (FS) marketers more confident about entering the social channel and growing their existing presences — but the burden remains on...

• Downloads: 464

For Marketing Leadership Professionals

Report:Partner Up For Influencer Marketing

Work With Key Collaborators To Identify And Engage Influencers

Interactive marketers are often responsible for influencer marketing programs, particularly within business-to-consumer (B2C) organizations. But identifying and engaging influencers is both complex...

• Downloads: 376

For Marketing Leadership Professionals

Report:Case Study: HP Deploys A DMP To Harness Audience Data

Hewlett-Packard, a leading technology provider with a global footprint, saw an opportunity to significantly improve its digital marketing efforts by creating a universal framework for user-level data...

• Downloads: 364
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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: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: 175

For Marketing Leadership Professionals

Report:Win The Social Marketing Measurement Game

Performance Management: The Social Marketing Playbook

You've no doubt heard the question: "How do we know that social marketing drives sales?" But just as not all TV spots or billboards are intended to drive direct response, not every social marketing...

• Downloads: 53

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: 449
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For Marketing Leadership Professionals

Tool:B2B Financial Services Marketers Favor Traditional Publishers

For Marketing Leadership Professionals

Report:Make The Switch To The Customer Life Cycle

Strategic Plan: The Customer Life-Cycle Marketing Playbook

The customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but most marketers have not yet moved their organizations to the customer life...

• Downloads: 987

For Marketing Leadership Professionals

Report:Making The Case For Interactive Attribution In Your Organization

Interactive attribution is a key measurement strategy that provides a deeper understanding of the contribution of each digital marketing contact along the customer journey. By using attribution,...

• Downloads: 313

For Marketing Leadership Professionals

Tool:PNC Bank Customers Are The Most Engaged With Several Key Social Behaviors

For Marketing Leadership Professionals

Tool:Mass Influencers' Influence Is Not Just Online But Offline As Well

For Marketing Leadership Professionals

Tool:When Should You Move From One Model To Another?

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,...

• Downloads: 68

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: 159

For Marketing Leadership Professionals

Report:Better Triggers, More Relevance

How Interactive Marketers Must Make Digital Messaging More Engaging

As a marketer you want to be timely and relevant when you send a message and basic triggered messaging has addressed one side of this equation — timeliness — for many marketers. But when...

• Downloads: 452