For eBusiness & Channel Strategy Professionals

eBusiness Professionals: Plan Your Customer Intelligence Strategy Now

How To Develop A Focused Customer-Centric Approach

by Brian K. Walker, November 16, 2009

The importance of eBusiness professionals to the customer intelligence (CI) effort is clear. As owners of the online profit and loss (P&L), they must align with the CI command center to drive a true multichannel, multipronged approach, which Dave . . .

For Interactive Marketing Professionals

The Interactive Attribution Landscape

Understanding Emerging Offerings Across The Value Chain

by Emily Riley, October 20, 2009

Over the past year, a number of interactive marketing attribution offerings have emerged — giving marketers insight into their marketing ROI and allowing vendors to create a more entrenched relationship with their clients. But early movers, such as Atlas . . .

For Customer Intelligence Professionals

The Intelligent Approach To Customer Intelligence

A Framework For Turning Customer Data Into Smart Business Strategy

by Dave Frankland, October 16, 2009

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 as revenue, profitability, and customer value. Yet, . . .

For Customer Intelligence Professionals

The Marketing And Customer Analytics Software Landscape

Unraveling A Potpourri Of Technology Options For Customer Analysis

by Suresh Vittal, October 16, 2009

Marketers recognize that Customer Intelligence is rapidly becoming a mission-critical discipline. This should come as no surprise — valuing, targeting, and retaining the best customers are skills in high demand. But few marketing organizations can muster . . .

For Customer Intelligence Professionals

Adobe's Acquisition Of Omniture Rocks Online Marketing

by Suresh Vittal, John Lovett, September 24, 2009

On September 15, 2009, Adobe announced that it would acquire Omniture for $1.8 billion. Adobe's CEO, Shantanu Narayen, promised that the combined entity would help marketers "realize the full value of their digital assets." Forrester believes that while . . .

For Customer Experience Professionals

Firms Struggle To Measure Customer Experience Across Channels

Technical And Organizational Silos Hinder Cross-Channel Tracking

by Megan Burns, September 22, 2009

Forrester recently surveyed decision-makers at 41 companies and found that their primary challenges when it comes to customer experience measurement relate to tracking experiences across channels. Several factors contribute to this problem, including . . .

For Customer Experience Professionals

How To Survive The Browser Wars

Top Considerations When Designing For Cross-Browser Interoperability

by Harley Manning, September 17, 2009

The browser wars have turned hot! How can companies deliver a high-quality Web experience in a world of proliferating platforms — without breaking the bank? The answer lies in best practices for effective cross-browser design and testing. By embracing . . .

For Interactive Marketing Professionals

The ROI Of Email Relevance, 2009

New Rules To Improve The Bottom Line

by David Daniels, September 16, 2009

Email marketer expectations and sophistication are increasing. Forrester's Q1 survey of 104 email marketers found that the number of email marketers using click-through data as a segmentation attribute grew to 51%, its highest level ever. Yet, the survey . . .

For Customer Intelligence Professionals

The Forrester Wave™: Web Analytics, Q3 2009

Omniture, Coremetrics, Unica, And Webtrends Lead, With Nedstat Close

by John Lovett, July 23, 2009

In Forrester's evaluation of eight Web analytics vendors, we reviewed 105 criteria that exposed a tight Leader board because of each vendor's ability to process copious amounts of data and offer robust customization capabilities. Leaders in this field . . .

For Customer Intelligence Professionals

US Web Analytics Forecast, 2008 To 2014

The Future Brings A Shift In Role

by John Lovett, May 27, 2009

If we were to equate Web analytics to a human life stage, 2009 places us squarely in awkward adolescence. After some explosive prepubescent growth, the Web analytics market is beginning to develop its own footing, yet significant change is imminent and . . .

For Customer Intelligence Professionals

SMB Marketing Technology Adoption

Findings From Our Q3 2008 Direct And Database Marketing Panel Data

by Suresh Vittal, May 22, 2009

Forrester surveyed 224 direct marketers in Q3 2008 about their technology adoption plans. This report drills into the technology adoption trends of our small and medium-size business (SMB) respondents. SMB marketers continue to pursue improvements to . . .

For Customer Experience Professionals

Where To Find Help For Web Design Projects, 2009

North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

by Vidya L. Drego, May 8, 2009

Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still selective about the projects they take on. To help kick-start . . .

For Customer Experience Professionals

The State Of Customer Experience, 2009

Customer Experience Management Enters Into Adolescence

by Bruce D. Temkin, April 24, 2009

Executives have been saying for awhile that customer experience is important. Only recently, however, have many of them begun to understand its direct link with loyalty. As a result, companies are starting to develop more disciplined approaches to customer . . .

For Customer Experience Professionals

Web Site Reviews: What, Why, And When

An Overview Of The Benefits And Limitations Of Expert Reviews

by Harley Manning, April 9, 2009

During these uncertain economic times it's even more important to satisfy customers by offering them a high-quality Web experience. Web site reviews offer an efficient way to identify — and then remove — usability problems that lead to lost sales and . . .

For Information & Knowledge Management Professionals

Trends In WCM: A Focus On Personalization, RIAs, Rich Media, And Analytics   (450 KB PPT)

by Stephen Powers, April 6, 2009

This Data Chart, based on data from Forrester’s October 2008 North America, Europe, and Asia Pacific Web Content Management Online Survey, shows the projected trends for Web content management (WCM) decision-makers in 2009 and predictions for how WCM . . .

For eBusiness & Channel Strategy Professionals

Global Expansion Through International Shipping

Serving Customers In International Markets From A Domestic Base

by Zia Daniell Wigder, March 25, 2009

With budgets squeezed in today's economic environment, many US companies are looking for low-cost options to tap into international consumer demand. International shipping provides a way for merchants to test international waters and diversify revenues . . .

For eBusiness & Channel Strategy Professionals

Case Study: Customer Centricity Drives Esurance's eBusiness Strategy

by Chad Mitchell, March 23, 2009

Over the past decade, US direct insurer Esurance has survived the dot-com bubble while carving out a growing share of the auto insurance market. The firm established itself as a viable challenger brand to direct insurance Goliaths GEICO and Progressive . . .

For Customer Experience Professionals

Make The Most Of Web Site Satisfaction Surveys

Go Beyond Measurement To Modeling And Diagnosis

by Megan Burns, March 17, 2009

Customer satisfaction surveys are popular, but overall satisfaction scores don't produce actionable insights. Firms need detailed data on specific factors that influence visitors' overall perception of a site like content, navigation, and search. They . . .

For Vendor Strategy Professionals

Tech Horizons: Keynote Systems' Test And Measurement Services

Managing The Online Experience

by Jean-Pierre Garbani, March 16, 2009

Since 1995, Keynote Systems has developed a set of management service solutions for the Web experience that help firms reduce downtime and monitor performance. Managing the online experience has grown in importance as the Net becomes a ubiquitous business/communication . . .

For Technology Product Management & Marketing Professionals

Case Study: Intuit TurboTax Uses Crowd Wisdom To Make Online Support Less Taxing

by Laura Ramos, March 4, 2009

Intuit TurboTax used the wisdom of crowds — gleaned by analyzing how tax filers and tax preparation businesses interact with thousands of pages of support and tax code information — to supercharge its online support and hold down costs. Business-to-business . . .

For Interactive Marketing Professionals

Redefining Attribution In The Social Computing Era

Comparing Channels Using The Block-And-Tackle Methodology

by Emily Riley, March 3, 2009

A big theme for today's interactive marketer is attributing credit for a click, engagement, or sale to the right advertisement. Until now, attribution as a technique has been linked mainly to display and search marketing and is where most of the service . . .

For Marketing Leadership Professionals

2009 Web Site Spending Trends

Shifting Budgets Amid Bullish Optimism

by John Lovett, February 26, 2009

Web site decision-makers are largely ignoring economists' warnings of troubling times as more than half are increasing spending on Web sites in 2009. According to 250 executives surveyed, some areas will be affected such as staff reductions and cutbacks . . .

For Marketing Leadership Professionals

A Framework For Multicampaign Attribution Measurement

A Framework For Measurement

by John Lovett, February 19, 2009

Multicampaign attribution has the capacity to demonstrate value from indirect revenue-generating initiatives and quantify their impact within the context of the overall marketing mix. According to 275 Web site decision-makers surveyed in 2008, a full . . .

For Marketing Leadership Professionals

What's Your Web Data Integration Strategy?

Marketing Data Reveals Better Insight With Integration

by John Lovett, February 19, 2009

Customer data is perpetually amassing for marketers with each new campaign, Web site visit, and email delivered, thus creating unprecedented stores of Web data. This information is often siloed within disparate applications providing shallow customer . . .

For eBusiness & Channel Strategy Professionals

The Recession's Impact On 2009 eBusiness Plans

The Online Channel Grows In Importance Despite The Weak Economic Climate

by Carrie Johnson, Elizabeth Davis, February 18, 2009

To get a sense for how eBusiness and channel managers are faring in the face of the economic downturn — from budgets and staffing to changing their 2009 plans for growth — we surveyed our eBusiness And Channel Strategy Professional Research Panel in December . . .