Forrester

For Customer Insights Professionals

Report:Untangling The Attribution Web

Using Cross-Channel Attribution To Understand Marketing Effectiveness

In an environment where media fragmentation is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing...

• Downloads: 724

For Customer Insights Professionals

Report:Building Data Stewardship Is A New Customer Intelligence Imperative

Organization: The Personal Identity Management Playbook

In anticipation of the increasing adoption of personal identity management (PIDM) tools and services, customer intelligence (CI) leaders will be held increasingly accountable for their organizations'...

• Downloads: 192
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For Customer Insights Professionals

Report:Personal Identity Management Success Starts With Customer Understanding

With the increase in high-profile data breaches and the recent Federal Trade Commission (FTC) settlements that hold Facebook, Google, and Twitter accountable to strict privacy audit guidelines,...

• Downloads: 355
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For Customer Insights Professionals

Blog:The State of Cross-Channel Attribution

As you may have read, I've just published a report entitled "Untangling the Attribution Web" (subscription required). In the course of researching that report, it became clear...

For Customer Insights Professionals

Blog:Yahoo's Potential Suitors Are A Motley Crew

My Customer Intelligence colleagues and I, like many others, can't help but wonder how Carol Bartz's departure from Yahoo! is going to play out for the digital behemoth. Shar...

For Customer Insights Professionals

Blog:CI FAIL: The Valentine's Day Edition

Despite being something of a romantic, I don't really go in much for the so-called "Hallmark Holidays." In fact, this XKCD comic sums up my feelings rather perfectly: Still, I'm very aware...

For Customer Insights Professionals

Report:Customer Intelligence Trends To Watch In 2011

CI Professionals Are Fighting Wars On Multiple Fronts In Order To Evolve

As Customer Intelligence (CI) matures, CI professionals must adapt how they capture, integrate and manage, analyze, and apply knowledge about their customers. As we look ahead to 2011, we expect CI...

• Downloads: 1460

For Customer Insights Professionals

Report:The Forrester Wave™: Customer Engagement Agencies, Q4 2012

How 13 Vendors Stack Up In An Emerging Market

In Forrester's 19-criteria evaluation of emerging customer engagement agencies (CEAs), we found that only OgilvyOne Worldwide has made a significant-enough shift in this segment of its business to be...

• Downloads: 483
• Comments: 2
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For Customer Insights Professionals

Report:Navigating The Future Of Customer Intelligence

Customer intelligence is in the throes of significant change brought about by two primary drivers: 1) the disruption caused by the massive shifts in consumer behavior, and 2) organizations' growing...

• Downloads: 295
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For Customer Insights Professionals

Blog:Dear Marketer: The Oval Office Called. It Wants Its Privacy Back.

 Yesterday, the White House released a long-awaited set of recommendations that are focused on helping individuals take greater control of how their data is collected and used for online...

For Customer Insights Professionals

Blog:Google Data Integration: Could It Drive PIDM Adoption?

Yesterday, Google announced that, effective March 1, it would be creating a single view of users across the majority of its products and services and creating a single, simplified, global privacy...

For Customer Insights Professionals

Report:Making Sense Of A Fractured Consumer Data Ecosystem

Landscape: The Personal Identity Management Playbook

Although widespread adoption of personal identity management (PIDM) remains a few years away, the ecosystem of data lockers and authorization managers is already rapidly evolving. Firms ranging from...

• Downloads: 299
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For Customer Insights Professionals

Report:Agile Methods Improve Customer Intelligence

Customer Intelligence (CI) professionals should apply the principles of agile development — collaboration, self-organization, and iterative development — to speed delivery and create...

• Downloads: 382

For Customer Insights Professionals

Report:The Evolution Of The Customer Engagement Agency

As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

• Downloads: 504
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For Customer Insights Professionals

Tool:Customer Engagement Agency Readiness Self-Test

For Customer Insights Professionals

Blog:Are You Ready For A World Of Consumer-Managed Data?

It has been a few years since Forrester delved deeply into the issues surrounding consumer privacy, and in that time, an awful lot has changed: Facebook Connect, Google ID, Yahoo Identity, and Sign...

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,...

For Customer Insights Professionals

Blog:Data Stewardship: It Can Make or Break Your Customer's Trust

You've heard me go on and on about the importance of personal identity management (PIDM), and the principles you'll need to adopt to thrive in a PIDM-enabled ecosystem, for a year...

For Customer Insights Professionals

Report:How Dirty Is Your Data?

Strategic Plan: The Personal Identity Management Playbook

As personal identity management (PIDM) begins to take shape, companies must think about their customer intelligence (CI) practices differently. Today's data governance policies — the rules that...

• Downloads: 391
• Comments: 2
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For Customer Insights Professionals

Blog:A New Wave On The Horizon: Customer Engagement Agencies

We've spent a lot of time in the past year looking at how the customer intelligence services landscape is changing. For one thing, it's a heck of a lot more chaotic: everyone from...

For Customer Insights Professionals

Report:US Database Marketing Service Providers: Alternatives To Consider

The database marketing service provider (MSP) market continues to evolve, with a variety of entrants competing for space. Forrester's recent evaluation, "The Forrester Wave™: US Database...

• Downloads: 451

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: 145

For Customer Insights Professionals

Report:Four Trends In Customer Intelligence Services

Over the past year, we've been tracking a subtle shift in how organizations are evaluating and buying customer intelligence (CI) services. As executives at the C-level get involved in CI vendor...

• Downloads: 293

For Customer Insights Professionals

Blog:Personal Data & Privacy – Big In Austin, Big In LA

It’s been a week since I got back from SxSW in Austin, and I still can’t believe how absolutely MASSIVE the coverage of privacy, personal data, and identity issues was at the conference....

For Customer Insights Professionals

Blog:Wells Fargo's Statement Snafu, Or Why PIDM Isn't Just About Digital

This week, some Wells Fargo customers in South Carolina and Florida got a nasty surprise. Turns out, a "malfunctioning printer" printed multiple customers' account information (including...