Forrester

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: 247

For Marketing Leadership Professionals

Report:CMOs Must Merge Marketing With IT To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

• Downloads: 721
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For Marketing Leadership Professionals

Report:Deliver Transparent Returns On Your Marketing Dollar

Business Case: The Marketing Mix Optimization Playbook

Marketing mix modeling is a powerful tool that provides a holistic understanding of marketing performance across channels. With marketing mix modeling, marketers can positively affect business...

• Downloads: 258

For CMO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 41
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For Marketing Leadership Professionals

Report:A New Approach To Brand Loyalty

Loyalty Marketing Must Take The Brand Beyond Points And Programs

Most chief marketing officers (CMOs) have a tactical view of loyalty marketing. They tell us that their approach, while necessary, has unclear objectives and focuses too much on short-term financial...

• Downloads: 1238

For Marketing Leadership Professionals

Blog:Q&A With Veronique Tordoff, UK Market Customer Experience Leader, Philips Electronics

Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense...

For Chief Marketing Officer Professionals

Blog:Highlights From My Latest Report On Loyalty Marketing

We have just published my new report on loyalty marketing: "A New Approach To Brand Loyalty." From the interviews with more than 50 marketing leaders, we have learned that more than 40% of chief...

For CMO Professionals

Report:Trends For The CMO To Watch In 2011

Brands Need To Prepare Now For The Next Digital Decade

2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But that...

• Downloads: 1648

For CMO Professionals

Report:Marketing And IT Must Align For Business Success

Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This...

• Downloads: 519

For Chief Marketing Officer Professionals

Blog:On Boutiques.com And Why Brands Need A Content Syndication Strategy

Last week, The New York Times broke the news that Google is launching a new eCommerce platform targeting fashion brands: Boutiques.com: http://nyti.ms/9DlCu. (Disclaimer: I worked for four...

For CMO Professionals

Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

• Downloads: 500
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For CMO Professionals

Report:Marketers Need To Acquire Adaptive Skill Sets

Organization: The Marketing Mix Optimization Playbook

Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, the...

• Downloads: 620

For Marketing Leadership Professionals

Report:Align Marketing Goals With Business Objectives

Strategic Plan: The Marketing Mix Optimization Playbook

Marketing mix optimization — the practice of using data-driven insights to strategically allocate and optimize marketing budgets across channels — is a powerful tool to help marketers...

• Downloads: 335

For Marketing Leadership Professionals

Report:Mobile Unifies The Online-Offline World

New Mobile Ad Formats Help Shape The Marketing Continuum

After more than a decade of fast-paced innovation, mobile is creating a link between digital ads and their physical-world counterparts in magazines, billboards, bar codes, and aisles. With new mobile...

• Downloads: 657

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: 193

For Marketing Leadership Professionals

Blog:What Is A Boomerang?

  No, I’m not Australian . . . at Forrester, "boomerangs" are analysts that, after leaving the research team for a stint in the "real world,"  have decided to re-join. Clients and...

For Marketing Leadership Professionals

Report:Marketing Mix Modeling Landscape Overview

The fragmented media landscape makes accurate attribution of successful marketing efforts increasingly difficult. As a result, marketing leaders are under greater pressure than ever to bring...

• Downloads: 1217
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For CMO Professionals

Report:The Evolved CMO In 2012

CMOs Must Take A More Active Role In Business And Technology Strategy

Forrester Research and Heidrick & Struggles recently conducted a global survey of nearly 200 chief marketing officers (CMOs). In this report, you will find out how these CMOs view their relationship...

• Downloads: 619
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For Marketing Leadership Professionals

Client Inquiry:What Were The Selection Criteria For Inclusion In Forrester's Marketing Mix Modeling Wave?

What were the selection criteria for inclusion in Forrester's September 21, 2011, "The Forrester Wave: Marketing Mix Modeling, Q3 2011" report.

For CMO Professionals

Report:Adaptive Planning Delivers Marketing Accountability

The Benefits Of A Flexible And Result-Focused Approach To Marketing Planning

Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is...

• Downloads: 362

For Marketing Leadership Professionals

Blog:How Marketing Mix Modeling Is Adapting To New Technologies And A Heightened Demand For Marketing Accountability

Marketing mix modeling solutions have been around for quite some time, providing marketers in several key categories with complex statistical models that aim to find the correlation between past...

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: 928
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For Marketing Leadership Professionals

Blog:How To Make The Most Of Your Investments Across The Marketing Mix

Over the past few years, the rise of the always addressable customer combined with a challenging economic environment and stagnant markets has created a perfect storm — challenging...

For CMO Professionals

Report:Marketers Need To Embrace The Customer Experience Ecosystem

While marketers spend most of their efforts and resources on top-of-mind channels like the Web or TV, two-thirds of consumers report lackluster interactions with brands, leading to low levels of...

• Downloads: 514

For Marketing Leadership Professionals

Tool:Calculating The Media Fragmentation Index