Forrester

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: 1461

For Customer Insights Professionals

Report:The Privacy Exchange Disconnect

Marketers Must Show Value For Consumer Information

Consumers and marketers have contradictory impressions of the value marketers provide in exchange for the consumer data they collect. Marketers claim they deliver more relevant products, services,...

• Downloads: 273
• Comments: 1

For Customer Insights Professionals

Report:The Intelligent Approach To Customer Intelligence

A Framework For Turning Customer Data Into Smart Business Strategy

Marketers who measure the impact of their Customer Intelligence (CI) say that it not only boosts campaign-specific metrics but also improves customer acquisition, retention, and satisfaction, as well...

• Downloads: 1842

For Customer Insights Professionals

Report:Marketers: Stop The Abuse! Adopt Preference Management

Consumers Are Losing Trust And Patience With Marketers

Preference and relevance are tired and overused marketing terms. But despite the lip service marketers give them, we don't see an awful lot of focus on them. To get a complete picture of the state of...

• Downloads: 566

For Customer Insights Professionals

Report:The Forrester Wave™: UK Database Marketing Service Providers, Q2 2009

No Outright Leader Within A Fragmented Market

For several years, Forrester has evaluated database marketing service providers in the US. However, not all of these providers operate internationally, and we receive frequent inquiries specific to...

• Downloads: 520

For Customer Insights Professionals

Report:How UK Firms Use Database Marketing Services

We surveyed 88 UK marketers who outsource database marketing services about their outsourcing habits and preferences. Most turn to service providers for database, analytics, and measurement but keep...

• Downloads: 231

For Customer Insights Professionals

Report:Case Study: First Tennessee Bank Elevates Customer Insight To The C-Suite

First Tennessee Bank leverages insight from its marketing and customer analytics team throughout its business. However, five years ago, the team had limited intelligence on its customers and...

• Downloads: 397

For Customer Insights Professionals

Report:How Direct Marketers Can Weather The Economic Storm

In June, we surveyed 84 direct and database marketers about their spending plans for the next three years and probed about how an economic slowdown might affect their planned spending. What did we...

• Downloads: 587

For Customer Insights Professionals

Report:The Customer Contact Strategy Self-Test

Successful customer contact strategies involve five major components: culture, technology, analytics, business process, and measurement. To gauge how well firms are positioned to establish an...

• Downloads: 560

For Customer Insights Professionals

Report:Defining An Enterprisewide Customer Contact Strategy

Increasingly, today's consumers try to limit their exposure to marketing communications. Yet few firms seek to implement a contact strategy across lines of business and communications channels in...

• Downloads: 1072

For Customer Insights Professionals

Report:Six Success Factors For Outsourcing Customer Analytics

Customer analytics is a critical function in leading marketing organizations. Leaders leverage customer analytics to optimize campaigns, dictate contact strategy, and boost profitability. But...

• Downloads: 776

For Customer Insights Professionals

Report:Database Marketing Fundamentals For B2B Marketers

Well-executed database marketing increases customer engagement, better aligns marketing activity with sales results, and improves marketing efficiency. However, business-to-business (B2B) marketers...

• Downloads: 646

For Customer Insights Professionals

Report:Direct Marketing Needs A Green Wake-Up Call

Environmental Colorblindness Could End In Regulation

Consumer concern for the environment has risen considerably over the past few years. Consumers consider not only their own practices but also the actions of companies with which they interact. Piles...

• Downloads: 541

For Customer Insights Professionals

Report:The Customer Database Amps Up Its Influence

Findings From Forrester's Recent State Of The Customer Database Study

The customer database — initially built in most organizations to support direct marketing (DM) — is increasingly being used far beyond its original purpose. As an update to a 2005 study,...

• Downloads: 539

For Customer Insights Professionals

Report:InfoUSA Suits Midmarket Retailers And B2B Firms Best

The Forrester Wave™ Vendor Summary, Q4 2007

In the two years since we last evaluated database marketing service providers, infoUSA has invested in enhancing its technology and service delivery. There are signs of the investment starting to pay...

• Downloads: 129

For Customer Insights Professionals

Report:The Forrester Wave™: Database Marketing Service Providers, Q4 2007

Merkle, Targetbase, KnowledgeBase, Allant, And Epsilon Are Enterprise Leaders

Forrester evaluated 12 leading database marketing service providers across 143 criteria. Our analysis identifies Merkle, Targetbase, KnowledgeBase Marketing, The Allant Group, and Epsilon as Leaders...

• Downloads: 1246

For Customer Insights Professionals

Report:Epsilon Delivers A Potent Database Marketing Service

The Forrester Wave™ Vendor Summary, Q4 2007

In the two years since we last evaluated database marketing service providers, Epsilon has completed several acquisitions, adding interactive, data, and agency capabilities to its arsenal. Its...

• Downloads: 216

For Customer Insights Professionals

Report:Merkle Raises The Bar For Enterprise Database Marketing Service Providers

The Forrester Wave™ Vendor Summary, Q4 2007

In the two years since we last evaluated database marketing service providers, Merkle has completed its transition to a leading analytically driven integrated services provider. The company has...

• Downloads: 238

For Customer Insights Professionals

Report:Acxiom Is The Technology Powerhouse Of Database Marketing Service Providers

The Forrester Wave™ Vendor Summary, Q4 2007

In the two years since we last evaluated database marketing service providers, Acxiom has made significant additions to its strategy and analytics capabilities, and has developed a promising...

• Downloads: 290

For Customer Insights Professionals

Report:Experian Marketing Services Offers Scalable Databases And A Broad Range Of Services

The Forrester Wave™ Vendor Summary, Q4 2007

In the two years since we last evaluated database marketing service providers, Experian Marketing Services has invested to improve its service delivery, enhance its strategic and proactive advice,...

• Downloads: 224

For Customer Insights Professionals

Report:KnowledgeBase Marketing Advances With Integrated Strategy And Analytics

The Forrester Wave™ Vendor Summary, Q4 2007

In the two years since we last evaluated database marketing service providers, Knowlegebase Marketing (KBM) has continued its analytic and strategic approach to service delivery and, through the...

• Downloads: 237

For Customer Insights Professionals

Report:Targetbase Delivers A Grand Slam Of Integrated Strategy, Analytics, Technology, And Creative

The Forrester Wave™ Vendor Summary, Q4 2007

Two years ago when we last evaluated database marketing service providers, we described Targetbase's agency-style approach as "the future of the industry." Its highly integrated strategic and...

• Downloads: 163

For Customer Insights Professionals

Report:Fair Isaac Needs To Integrate Analytics To Shake Off Its Service Bureau Legacy

The Forrester Wave™ Vendor Summary, Q4 2007

Fair Isaac offers a range of services and technologies for enterprise clients, but most of its database clients have service bureau relationships for data processing and database management. Its...

• Downloads: 152

For Customer Insights Professionals

Report:Harte-Hanks Excels As A Midmarket Database Marketing Service Provider

The Forrester Wave™ Vendor Summary, Q4 2007

Although Harte-Hanks offers enterprise-level custom database solutions, much of its recent focus and success stems from its midmarket accounts. The company offers several midmarket packaged solutions...

• Downloads: 175

For Customer Insights Professionals

Report:Equifax Shines As An Integrated Midmarket Database Marketing Service Provider

The Forrester Wave™ Vendor Summary, Q4 2007

Equifax Database Services (Equifax DBS) offers flexible, pragmatic, and integrated solutions best suited for midmarket opportunities. Primarily focused on financial services, media, retail, and...

• Downloads: 170