Forrester

For eBusiness & Channel Strategy Professionals

Survey:North American Technographics® Consumer Deep Dive: Investigating The Customer Life Cycle (Engage Phase) Survey, Q2 2012 (US)

Forrester conducted an online survey fielded in June 2012 of 4,506 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,506), there is 95% confidence that...

For Customer Insights Professionals

Report:Enable Loyalty Program Success With Sound Processes

Processes: The Customer Loyalty Playbook

Loyalty programs promise to increase retention and satisfaction, but they often fall short of delivering results because they lack an innovative strategy to set them apart from the competition. This...

• Downloads: 873
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For Customer Insights Professionals

Report:Case Study: SCENE Uses Customer Insights To Deliver Value To Loyalty Customers

This report provides a case study supporting Forrester's best practices for customer intelligence professionals working to drive customer loyalty. Forrester identifies four crucial best practices for...

• Downloads: 168

For Marketing Leadership Professionals

Report:Mobile Apps For Marketing

When And How Interactive Marketers Should Build Apps For Marketing Purposes

Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

• Downloads: 491
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For Customer Insights Professionals

Report:The Customer Loyalty Ecosystem

Tools And Technology: The Customer Loyalty Playbook

Customer loyalty is top of mind for most marketers, but with so many vendors claiming to drive explicit or implicit loyalty, it's often difficult to identify a solution that best fits marketers'...

• Downloads: 1942

For eBusiness & Channel Strategy Professionals

Report:2013 Mobile Trends For eBusiness Professionals

Landscape: The Mobile eBusiness Playbook

With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

• Downloads: 663
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For Marketing Leadership Professionals

Report:Under The Hood Of Mobile Marketing: Location-Based Marketing

Making Marketing Content Relevant To Where People Are

As marketers step up their mobile marketing efforts, Forrester clients are asking more and more questions about it, and one of the most important facets of the opportunity is location-based...

• Downloads: 807
• Comments: 2
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For Customer Insights Professionals

Report:Cross-Channel Attribution Puts The Science In Marketing Measurement

Executive Overview: The Cross-Channel Attribution Playbook

Traditional campaign measurement focuses on simple, one-sided metrics, often giving credit to the last interaction an organization had with a customer and delivering an incomplete view of marketing...

• Downloads: 346
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For Customer Insights Professionals

Playbook:The Customer Loyalty Playbook

Drive Smarter Customer Loyalty With Customer Intelligence

Customer loyalty is a hot topic. Companies look to loyalty programs to enhance customer knowledge and drive customer retention, revenue, and engagement. But, while they see the potential of loyalty...

For Marketing Leadership Professionals

Report:2013 Mobile Trends For Marketers

Multiyear Strategies And Larger Investments Define This Year

With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

• Downloads: 984
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For eBusiness & Channel Strategy Professionals

Report:Mobile Messaging Vendor Overview

Making Smart Decisions To Support Your Business Needs

This report is a mobile messaging vendor overview designed to provide a framework for narrowing the list of potential vendors that are well suited to meet the needs of your business. Rather than an...

• Downloads: 662
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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: 167
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For Sales Enablement Professionals

Report:Provisional L2RM Process Catalog

This provisional lead-to-revenue process catalog is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Designed to jump-start your own process documentation, it...

• Downloads: 10
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For eBusiness & Channel Strategy Professionals

Report:US Online Retail Forecast, 2011 To 2016

eCommerce Tops $200 Billion In 2011

eCommerce sales continue to grow rapidly, having topped $200 billion in 2011. Forrester expects that online sales will grow from 7% of overall retail sales to close to 9% by 2016. Key drivers of this...

• Downloads: 2090
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For Customer Insights Professionals

Report:Just Add Collaboration: All Functions Required For Successful Implementation

Organization: The Cross-Channel Attribution Playbook

This report, part of the cross-channel attribution playbook, is designed to help firms plan and coordinate activities across roles and functions and to clarify task responsibilities in successfully...

• Downloads: 159

For Sales Enablement Professionals

Report:Lead-To-Revenue Management Automation Made In Europe

Local Innovative Solutions Help Address European Needs

Many of the international lead-to-revenue management automation vendors have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters of marketing...

• Downloads: 207
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For Customer Insights Professionals

Report:The Forrester Wave™: Cross-Channel Attribution Providers, Q2 2012

Visual IQ Surfaces At The Top Of A Relatively Immature Market

In Forrester's 67-criteria evaluation of cross-channel attribution vendors, we found that Visual IQ led the pack because of its expertise in cross-channel attribution methodology, reporting, and...

• Downloads: 662
• Comments: 1
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For CMO Professionals

Report:Embed The Customer Life Cycle Across Marketing

Vision: The Customer Life-Cycle Marketing Playbook

Today's empowered customer has the world at her fingertips — literally — through the multiple keyboards and connections to opinions all throughout her day. The challenge for today's...

• Downloads: 445

For Marketing Leadership Professionals

Report:Mobile Marketing: Not The Same On Tablets As On Smartphones

Effective mobile marketing begins with understanding how consumers use the two main types of mobile devices that can deliver rich marketing experiences: smartphones and tablets. This short report...

• Downloads: 1222
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For CMO Professionals

Report:Visible Value Differentiates Brands And Drives Loyalty

Consumers Define Which Aspects Of The Brand Experience Are Critical

Consumers want brand experiences that match their expectations. We asked consumers which aspects of the brand experience help them differentiate between similar brands and ultimately make them loyal...

• Downloads: 551

For Marketing Leadership Professionals

Report:The Mobile Mind Shift Index

Measuring And Analyzing The Shift In Consumers' Expectations

Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

• Downloads: 390
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For Marketing Leadership Professionals

Report:Use The Five P's To Test Interactive Displays

Understand The Opportunities And Challenges Before Activating

Interactive displays offer interactive marketers the chance to enhance customer engagement outside of the home and to test budding technologies like gestural recognition and touchscreen interfaces....

• Downloads: 236

For Marketing Leadership Professionals

Report:Marketing Via Geosocial Apps: Why And How

Location-Based Social Networking, Though Stagnant Now, Is Poised To Grow

Geosocial applications — also known as location-based social networks — hold potential for interactive marketers: They can help increase in-store visits, your brand's visibility, and...

• Downloads: 582

For Customer Insights Professionals

Report:Base Your Plan For Intelligent Loyalty On Maturity

Strategic Plan: The Customer Loyalty Playbook

Loyalty programs that attempt to implement a cookie-cutter strategy and ignore customer insights typically struggle and usually lack meaningful results. Organizations seeking to build a program that...

• Downloads: 152

For CMO Professionals

Report:Marketers Need To Put Money Where A Consumer's Mouth Is

How Consumers Discover New Brands, Products, And Services

This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

• Downloads: 257
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