For Customer Intelligence Professionals

Creating A Customer Contact Governance Council

Successful Contact Strategies Require Cross-Functional Support

by Suresh Vittal, Dave Frankland, September 10, 2009

An enterprisewide contact strategy is an important key to success for the marketing organization. Optimal contact strategies help marketers reduce contact fatigue, lower opt-out rates, reduce costs, and embrace customer centricity. But most marketers . . .

For Interactive Marketing Professionals

Committing To Meaningful Digital Metrics

by Emily Riley, July 15, 2009

Online marketers are much more comfortable measuring their direct response campaigns than either brand or social marketing ones in part because they lack useful key performance indicators (KPIs) for brand and social media efforts. In order to measure . . .

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 Intelligence Professionals

How UK Firms Use Database Marketing Services

by Dave Frankland, May 14, 2009

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 them away from their strategy, creative, and campaign . . .

For Marketing Leadership Professionals

Understanding The Marketing And IT Relationship

by Suresh Vittal, Jennifer Joseph McGann, March 31, 2009

Forrester surveyed 224 direct marketers to understand how relations with internal and external partners affect technology adoption. Across the board, marketers recognize the need to improve customer information systems and measurement technologies in . . .

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

How Direct Marketers Can Weather The Economic Storm

by Dave Frankland, February 11, 2009

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 find? Although marketers expected DM budgets to grow, . . .

For Interactive Marketing Professionals

How To Measure The Value Of An Email Address

by Julie M. Katz, May 16, 2008

Few marketers calculate the value of their email subscribers because they think it's too difficult. But understanding the value that email subscribers bring can help justify acquisition costs and build stronger customer relationships. Forrester's three-step . . .

For Marketing Leadership Professionals

Database Marketers Evolve Their ROI Measurement

Customer Value Metrics Supersede Basic Operational Counts

by Suresh Vittal, March 12, 2008

We surveyed 107 direct and database marketers to understand their measurement successes and shortcomings and found that 69% percent of respondents say they are at least somewhat effective at measuring ROI. Despite this success, these marketers face several . . .

How Database Marketers Measure Performance

Database Marketers Must Rev Up Measurement Efforts To Solve Staffing Woes

by Elana Anderson, October 19, 2006

Nearly three in four database marketers say they are effective at measuring the results of their efforts. Yet these same marketers complain that lack of analytic staff is the biggest barrier to driving even bigger gains for their firms. We think these . . .

Where Is Marketing Measurement Headed  (768 KB PPT)

by Elana Anderson, August 17, 2006

The demand to make marketing more accountable becomes more insistent every year. Progress is slow. This workbook shows how marketers measure today and what they expect from market mix models. The statistical techniques behind market mix models have begun . . .

For Interactive Marketing Professionals

Can Nielsen Reinvent Media Measurement?

Marketers: Don't Wait For Perfect Measurement, Focus On The Bottom Line

by Josh Bernoff, Peter Kim, June 28, 2006

Nielsen will expand its measurement of video media with "Anytime Anywhere Media Measurement" (A2/M2), which will include Internet streaming and portable devices, and will also measure engagement. It's a good idea, but Nielsen historically takes awhile . . .

Project Apollo: Finally, Measuring What Matters

Metering Service Will Provide More Accurate Means Of Measuring Marketing ROI

by Peter Kim, January 26, 2006

Arbitron and VNU have launched a pilot panel with six major CPG advertisers to track multichannel media exposure using Portable People Meters (PPM). This data, combined with ACNielsen purchase information, will give sponsors direct insight into media . . .

Where Is Marketing Measurement Headed?

A Survey Of Members Of The Association Of National Advertisers

by Jim Nail, January 13, 2005

The demand to make marketing more accountable becomes more insistent every year. Progress is slow. But marketers expect that market mix models will demystify marketing's impact. The statistical techniques behind these models have begun to untangle the . . .

Mastering Marketing Measurement

by Jim Nail, Chris Charron, Eric Schmitt, Sadaf Roshan, September 16, 2002

Measurement will usurp CRM as the focus of marketing automation apps. But postcampaign metrics alone won't satisfy CEOs. Marketers will seek tools that model outcomes from multiple budget allocation scenarios.

Marketers' 2002 Priority: Prepare For Accountability

by Jim Nail, Charlene Li, April 1, 2002

The recession has forced marketers to work harder to justify their spending. But this effect will outlast the downturn. Marketers should use this year to acquire the tools and shape a culture that thrives on measuring marketing's business results.

Making Marketing Measurable

by Shar VanBoskirk, Charlene Li, Meredith Gerson, December 27, 2001

Marketers must track customers' reactions to marketing messages to measure marketing effectiveness. Reaction marketing will improve planning and answer how to incorporate digital marketing into a marketer's mix.

For Information & Knowledge Management Professionals

How To Measure What Matters

by Randy Souza, Harley Manning, Katharine M. Gardiner, September 24, 2001

Companies can get business value from Web measurement by focusing on user scenarios. A portfolio of analysis tools will provide actionable insight into financial performance and user behavior.

Measurement: The Real TV Revolution

by Tim Grimsditch, March 29, 2001

Marketers in the UK are finding weaknesses in the venerable 30-second ad spot as TV viewers become TV users. However, before new technologies seriously damage TV ads, digital measurement will revolutionise how marketers use the medium.