Forrester

For Customer Insights Professionals

Report:Behavioral Targeting Powers Customized Content And Increased Conversion

The demand for relevant, individualized website content is on the rise. Applying behavioral targeting (BT) technology to meet these growing needs offers marketers a unique, effective, and promising...

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For Customer Insights Professionals

Report:A Month In The Life: How UK SuperConnecteds Use Their Mobile Phones

Technographics® UK Mobile Behavioral Tracking Study, Q4 2011

Mobile usage has exploded. To develop effective mobile strategies and succeed in this new customer-obsessed mobile world, companies must understand how consumers are using their mobile phones. While...

• Downloads: 46

For Customer Insights Professionals

Blog:A Vision For Tomorrow's Consumer Data Ecosystem

Eighteen months ago, when I started down the path of what would become our body of Personal Identity Management (PIDM) research, there were only a few customer intelligence professionals who...

For Customer Insights Professionals

Blog:Social Media Can't Predict Super Tuesday

A few weeks back, I wrote a post denouncing the idea of predicting the Super Bowl using social data. I had some fun pointing out the questionable research practices behind using consumer opinion to...

For Customer Insights Professionals

Client Inquiry:Best-In-Class Highly Personalized Multichannel Communications Programs

What are some great examples of automated, highly personalized, multichannel communications programs? My company has a few programs in pilot mode, but it seems that this concept of highly automated,...

For Customer Insights Professionals

Blog:Explore Emerging Data Sources At Forrester's Customer Intelligence Forum

With winter winding down and marketers coming out of hibernation, the fresh air means one very important thing: It must be conference season! Along with South by Southwest and a variety of vendor...

For Customer Insights Professionals

Blog:Just Do It!

Whew, just back from four content-packed days at the Advertising Research Foundation (ARF) re:Think 2012conference. It was great to meet up with many of you there and connect through Twitter. If you...

Discussion:The Road To Digital Intelligence

At Influence, we definitely agree with the POC that optimization should be a core competency. Our team all has more than 10 years of big agency experience at shops like Digitas and RazorFish, and...

For Customer Insights Professionals

Blog:Are You a Data Hoarder? We’re Betting So.

As an analyst on Forrester's Customer Insight's team, I spend a lot of time counseling clients on best-practice customer data usage strategies. And if there's one thing I've learned,...

Discussion:Evaluate And Evolve Social Intelligence

For Customer Insights Professionals

Blog:Forrester's Guide To Building Influence And Driving Business Value

  By now, you’ve probably heard about Forrester’s Playbooks. These amazing how-to guides are showing a variety of professionals how to go from vision to best practice to optimization...

For Customer Insights Professionals

Report:Examining The Member Interactions Of Five Major Loyalty Programs

Programs Fall Short Across All Evaluation Criteria

Forrester applied its new Customer Loyalty Program Review methodology to five popular loyalty programs from the retail, travel, and financial services industries. The results of the evaluation...

• Downloads: 598

For Customer Insights Professionals

Blog:The Shifting Sands Of Tag Management

I published Understanding Tag Management Tools And Technology about six weeks ago. The research has been a valuable resource for documentating the vendor landscape and - most importantly -...

Discussion:The Road To The Online Marketing Suite

For Customer Insights Professionals

Report:Holistically Optimize Market Insights Capabilities

Organization: The Market Insights Optimization Playbook

Market insights teams are used to doing more with less. Unfortunately, with workloads seeing year-over-year double-digit growth rates without much compensation in budget and headcount, Forrester...

• Downloads: 151

For Customer Insights Professionals

Report:What Needs To Happen In Market Research In 2013

Market Insights Needs To Invest In Richer Data, Technology, And Skills To Prepare For The Future

The market insights industry is at a crossroads. Digital disruption has created an environment in which customer and competitive change is happening much more quickly and having a bigger impact on...

• Downloads: 201

For Customer Insights Professionals

Blog:Q&A With Jack Androvich, Senior Director, Global Sales & Marketing Operations Autodesk, About Technology In Marketing

Recently I had a conversation with Jack Androvich, who will be keynoting at our Customer Intelligence Forum in Los Angeles on April 18th. Here are a few key takeaways from this...

Discussion:Campaign Management Customers Get Personal

Discussion:Attribution in a B2B Organization

Hi Everyone,As many you know, I cover the attribution measurement space and I am currently writing a playbook around Cross-Channel Attribution.  For my upcoming research, I would like to dive deeper...

For Customer Insights Professionals

Report:Revisiting The Enterprise Marketing Software Landscape

Consolidation And Growth Drive A Dynamic Software Marketplace

Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing in...

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For Customer Insights Professionals

Blog:Of Mad Men And Market Insights Professionals

So, I’m off to the Advertising Research Foundation (ARF) re:Think 2012conference next week. This started me “rethinking” how advertising has changed over the decades, and what that...

For Customer Insights Professionals

Report:Organize For Social Intelligence

Organization: The Social Intelligence Playbook

Finding and acting on insights gleaned from online and social discussions is a tricky practice. It takes the right combination of clarity of objective, business planning, technology, and, most...

• Downloads: 1038

For Customer Insights Professionals

Report:Organizing For Intelligent Loyalty

Organization: The Customer Loyalty Playbook

This report outlines the organization process of Forrester's solution for customer intelligence executives working on driving customer loyalty. It is designed to help firms use stakeholder mapping to...

• Downloads: 268

For Customer Insights Professionals

Report:Cross-Channel Attribution Presents A Clear Path To Marketing ROI

Vision: The Cross-Channel Attribution Playbook

Today's customers interact with brands via a wide variety of touchpoints and at different stages of the brand life cycle. But companies measure campaign success using last-touch methods that fail to...

• Downloads: 472

For Customer Insights Professionals

Playbook:The Customer Analytics Playbook

Customer Analytics Turns Data Into Intelligence

A step change in the availability of customer data is providing firms with their biggest opportunity yet to understand their customers. However customer analytics practitioners have been shaken from...