Forrester

For Customer Insights Professionals

Tool:Most Firms Hang On To Their Segmentation Models For More Than Two Years

For Customer Insights Professionals

Report:It's Time To Bridge The Audience Data Management Divide

How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising

Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience...

• Downloads: 524
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For Customer Insights Professionals

Report:How Analytics Drives Customer Life-Cycle Management

Vision: The Customer Analytics Playbook

With the growing importance of customer intelligence (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business...

• Downloads: 1871
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For Customer Insights Professionals

Report:Navigating The Customer Lifetime Value Conundrum

A Decision-Making Framework For Lifetime Value Analysis

Customer lifetime value (CLV), a forward-looking indicator of customer profitability, became common parlance as relationship marketing gained momentum. However, calculating CLV remains a significant...

• Downloads: 680
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For Customer Insights Professionals

Report:The State Of Customer Analytics 2012

Benchmarks: The Customer Analytics Playbook

The customer data explosion shows no signs of abating. Companies need strong customer analytics capabilities to get a handle on customer data and make meaningful decisions based on analytical...

• Downloads: 1112
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For Customer Insights Professionals

Report:Demystifying Real-Time Intelligence

The real-time buzzword is back. Marketers, vendors, and service providers use this term in a variety of scenarios to describe technologies, analytics, customer service, and processes. The hype around...

• Downloads: 634

For Customer Insights Professionals

Report:Improving Customer Segmentation

Three Approaches For CI Professionals To Deliver Value

Few customer segmentation models deliver on their promise. Some drive organizational strategy and profitability, while others live as glossy reports on the CMO's shelf. Segmentation that merely...

• Downloads: 1111

For Customer Insights Professionals

Report:Assessing Your Customer Intelligence Quotient

Forrester posits a customer intelligence (CI) quotient with three levels of maturity: functional intelligence, marketing intelligence, and strategic intelligence. At the highest maturity level, the...

• Downloads: 609

For Customer Insights Professionals

Report:The Consumerization Of Customer Analytics

Landscape: The Customer Analytics Playbook

The analytics conversation is now front and center for marketers, thanks to the real estate that big data enjoys in mainstream media. As a result of this buzz, customer analytics practitioners who...

• Downloads: 237

For Customer Insights Professionals

Report:Customer Intelligence Needs A New Breed Of Marketing Scientist

Organization: The Customer Analytics Playbook

A mature customer intelligence (CI) function needs optimized data processes, cutting-edge technologies, and the right analytics talent. Analysts add value to CI with their data-mining and...

• Downloads: 568
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For Customer Insights Professionals

Tool:Forrester Wave™: Customer Analytics Solutions, Q4 2012

For Customer Insights Professionals

Report:Segmentation: New Approaches To An Old Problem

Customer segmentation has featured in the marketing tool kit for a long time as a means to understand customers and develop targeted communications. Customer Intelligence (CI) professionals use...

• Downloads: 773
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For Customer Insights Professionals

Report:The Forrester Wave™: Customer Analytics Solutions, Q4 2012

How Six Vendors Stack Up In A Mature Yet Changing Market

In Forrester's 70-criteria evaluation of customer analytics vendors, we identified the six most significant software providers — Angoss Software, FICO, IBM, KXEN, Pitney Bowes, and SAS —...

• Downloads: 793
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For Customer Insights Professionals

Report:Use Customer Analytics To Get Personal

Analytically Driven Personalization Increases Retention And Return

Companies personalize products, offers, content, and communications for a variety of reasons — to treat customers uniquely, to make them feel special, and to encourage them to spend more. Firms...

• Downloads: 1283

For Customer Insights Professionals

Report:Customer Intelligence: Embrace DMPs To Enhance Your Digital Relevance

Why Customer Intelligence Pros Must Collaborate With Interactive Marketers

The emergence of data management platforms (DMPs) as a technology that serves the audience segmentation and targeting needs of interactive marketers has wide implications for Customer Intelligence...

• Downloads: 475

For Customer Insights Professionals

Report:Five Ways That Personal Identity Management Changes Customer Analytics

In the future, consumers will manage their data through a concept that Forrester calls personal identity management (PIDM). Customers' control over their data affects the analytics performed on that...

• Downloads: 326

For Customer Insights Professionals

Tool:Segmentation Readiness Diagnostic

For Customer Insights Professionals

Report:Evolve Your Approach To Acquisition And Retention

Processes: The Customer Analytics Playbook

Marketers continue to emphasize acquisition and are willing to take the risk of acquiring customers with low long-term profitability. While retention efforts typically enjoy the spotlight in an...

• Downloads: 360

For Customer Insights Professionals

Report:Deciphering A Fragmented Customer Analytics Ecosystem

Tools And Technology: The Customer Analytics Playbook

With the increased focus on data-driven marketing, few firms have the budgets, technology capabilities, or analytical skills to advance their analytics agendas internally, and they frequently turn to...

• Downloads: 2385