Forrester

For Customer Insights Professionals

Report:Design A Social Intelligence Function

Organization: The Social Intelligence Playbook

Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and, most importantly, people to do the...

• Downloads: 598

For Customer Insights Professionals

Report:Culture, Data, And Technology Are Key Ingredients For Measurement Success

Strategic Plan: The Cross-Channel Attribution Playbook

A key piece in cross-channel attribution is developing a strategy that outlines where the organization needs to progress to achieve attribution nirvana. To be successful at cross-channel attribution,...

• Downloads: 184
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For Customer Insights Professionals

Report:How Health Insurance Companies Can Leverage CI To Adapt Amid Policy Reform

US health insurance companies are in the midst of a systemwide transition to meet the requirements of congressionally mandated healthcare reform awaiting them in 2014. While insurers have made great...

• Downloads: 288
• Comments: 1

For Customer Insights Professionals

Report:CI's Imperative In The Age Of The Customer: Drive Business Success

To thrive in the age of the customer, companies must become customer-obsessed. Why? Because empowered consumers quickly eat away at traditional areas of competitive advantage — manufacturing...

• Downloads: 269

For Customer Insights Professionals

Report:How CI Professionals Can Assess Their Firms' Intelligent Enterprise Progress

Forrester's research shows that firms that seek to place the customer at the core of their operations closely align their market insights and Customer Intelligence functions under a strategic leader....

• Downloads: 153
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For Customer Insights Professionals

Report:What Customers Really Think About Their Database Marketing Service Providers

In our recent study of database marketing service providers (MSPs), we found that MSPs exist in a diverse vendor ecosystem but enjoy significant customer loyalty. While most firms prioritize deep...

• Downloads: 329

For Customer Insights Professionals

Report:Preparing For The Intelligent Enterprise: A Blueprint For Customer Intelligence Professionals

Why Market Insights + Customer Intelligence = Competitive Advantage

Despite an abundance of customer-related data, most companies still struggle to understand their customers — lacking the culture, process, technology, data, measurement framework, and business...

• Downloads: 874

For Customer Insights Professionals

Report:Customer Intelligence Needs To Get Out Of The Weeds To Demonstrate Value

With an influx of data and the upsurge of digital media channels revolutionizing how companies communicate with customers, Customer Intelligence (CI) professionals are poised to elevate their...

• Downloads: 396

For Customer Insights Professionals

Report:Case Study: ESPN Drives Fan Value Through Customer Intelligence

During the past three years, ESPN has systematically integrated and analyzed multiple data sources from across the business to develop an understanding of the unique value that individual fans...

• Downloads: 406

For Analyst Relations Professionals

Report:AR's Opportunity To Deliver Publication-Ready Content

Analyst relations (AR) managers want to influence what analysts write and present. Yet they miss the opportunity to supply publishable content because they send stock collateral instead, and they...

• Downloads: 234

For Customer Insights Professionals

Report:The Forrester Wave™: US Database Marketing Service Providers, Q1 2011

Epsilon, KBM Group, And Targetbase Lead A Strong Chasing Pack

In Forrester's 90-criteria evaluation of US database marketing service providers (MSPs), we found that Epsilon, KBM Group, and Targetbase led the pack because of their analytical and strategic...

• Downloads: 1421

For Customer Insights Professionals

Report:Case Study: FreshDirect Drives Business Success Through Customer Intelligence

FreshDirect, an online grocer based in New York City, evolved from a loss-making company to a high-growth, profitable business. How? The company captures a wide array of customer data and applies it...

• Downloads: 363

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: 1465

For Customer Insights Professionals

Report:The State Of Customer Intelligence In B2B Firms

B2B Firms Leave Marketing Value On The Table

Although both B2B firms and B2C firms leverage Customer Intelligence (CI), they don't capture, manage, analyze, and apply data in the same way. Looking at data from our Q2 2009 Global Customer...

• Downloads: 314
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For Customer Insights Professionals

Report:How Firms Organize Their Customer Intelligence Function

One of our most frequent client inquiries relates to the best way to organize Customer Intelligence (CI). Our research shows that no single "best" way exists. Firms organize differently — often...

• Downloads: 627

For CMO Professionals

Report:The Future Of Agency Relationships

Marketers Need To Lead Agency Change In The Adaptive Marketing Era

Agencies continually reinvent themselves to serve their clients — they have to quickly adapt to changes in marketing strategy, media, technology, and society. And with the rise of social media...

• Downloads: 1644

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: 274
• Comments: 1

For Customer Insights Professionals

Report:Consumer Privacy Is A Ticking Time Bomb For Customer Intelligence Executives

Consumers Are No Longer Passive About Their Privacy

Despite renewed interest from Washington, D.C., regarding consumer privacy, the marketing industry continues to call for self-regulation — a concept that is given shorter shrift following its...

• Downloads: 345

For Customer Insights Professionals

Report:Reinforce Privacy Through Full Disclosure

Marketers Must Embrace Privacy To Avoid Consumer Outcry

Despite consumer privacy concerns, the vast majority of Web sites from retailers to healthcare providers are actively tracking the behavior of online visitors. This practice is well within the rights...

• Downloads: 240

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: 1852

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: 576

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: 233

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: 524

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: 399

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: 589