Forrester

For Customer Insights Professionals

Report:Should You Engage In A Customer Intelligence Safe Haven?

Why Marketers Must Create Partnerships To Succeed In The Future

The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital...

• Downloads: 234

For Customer Insights Professionals

Tool:Better CI Improves Retail Practices

For Customer Insights Professionals

Client Inquiry:"Customer Intelligence" Versus "Direct Marketing"

We are curious about any statistics that show the adoption of the term "Customer Intelligence (CI)" as compared with the term "direct marketing (DM)." How is the rebranding using this term doing? Are...

For Customer Insights Professionals

Tool:Retail Customer Intelligence Maturity Self-Test

For Customer Insights Professionals

Report:Five Foundational Requirements For Retail Customer Intelligence

In the age of the customer, the old rules and standards of database marketing will be the downfall of traditional retailers. While financial services, travel, and a handful of cutting-edge merchants...

• Downloads: 546

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

Blog:A New Pair Of Eyes On CI Services

  Dave Frankland is an analyst’s analyst: a critical and perceptive forward-thinker with an encyclopedic knowledge of customer intelligence services and strategy. So it shouldn’t...

For Customer Insights Professionals

Blog:Just Published: Forrester's Inaugural Customer Engagement Agency Wave

When we set out to evaluate the new breed of firm that we call "customer engagement agencies," we sent our initial screener to an incredibly long list of firms -- over sixty, in fact! -- ranging from...

For Customer Insights Professionals

Tool:Customer Engagement Agency Readiness Self-Test

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is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing...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: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

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: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...

For Customer Insights Professionals

Tool:Attribution Readiness Self-Test: Culture And Business Process

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: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: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: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

Report:Making Sense Of A Chaotic CI Services Landscape

What CI Professionals Need To Know When Evaluating Their Needs And Vendors

As Customer Intelligence (CI) becomes the nerve center of the organization, the number of vendors touting CI services as part of their offerings is growing. Vendors, from database marketing service...

• Downloads: 411

For Customer Insights Professionals

Report:Prepare For A World Of Consumer-Managed Data

Executive Overview: The Personal Identity Management Playbook

Amid the talk of big data and personal clouds, another important trend is emerging: Consumers are increasingly aware of the data they create as they move about the Web and engage with businesses and...

• Downloads: 225

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: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

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: 294
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For Customer Insights Professionals

Blog:How Data Sensitive Are Your Customers?

Most marketers and customer intelligence (CI) pros tend to lump together most types of customer data. Sure, things like passwords and social security numbers are considered more "sensitive," but for...

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: 142