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 eBusiness & Channel Strategy Professionals

Adaptive Brand Marketing: An eBusiness Perspective

by Sucharita Mulpuru, November 13, 2009

Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing professionals to embrace this new approach in order to keep . . .

For Marketing Leadership Professionals

Marketing Leaders Take On Technology

So What Happens Now?

by Lisa Bradner, October 28, 2009

Marketing leaders understand that technology is critical to their success — 61% of marketers in our survey agree that "marketing technology is a key component in my marketing organization's success." To get the most from their technology investments, . . .

For Interactive Marketing Professionals

The Forrester Wave™: Interactive Attribution, Q4 2009

ClearSaleing, Visual IQ, And Atlas Lead, With \[x+1\] And Coremetrics Close Behind

by Emily Riley, October 20, 2009

In Forrester's 44-criteria evaluation of interactive attribution vendors, we found that while no vendor offers a fully formed solution, ClearSaleing, Visual IQ, and Atlas lead the pack. ClearSaleing, a standalone attribution tool with rich modeling, comes . . .

For Customer Intelligence Professionals

The Online Testing Vendor Landscape

A Mature Discipline Offers The Next Frontier In Site Optimization

by John Lovett, October 20, 2009

Online testing is an underused technology solution in the burgeoning field of Web site optimization. Numerous methodologies and testing disciplines exist, each with evidence of success in improved Web site usability, increased relevance, and elevated . . .

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 Marketing Leadership Professionals

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

by Lisa Bradner, October 9, 2009

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer . . .

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 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 Marketing Leadership Professionals

Marketing Budgets Suffer Significant Cuts

But Marketing Leaders Project Optimism Even In A Downturn

by Lisa Bradner, July 2, 2009

Our Q1 2009 Global CMO Recession Online Survey reveals marketing leaders under pressure to deliver results while enduring budget cuts in excess of 20%. To keep their businesses moving forward, marketing leaders are cutting back on traditional tactics . . .

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 Interactive Marketing Professionals

How To Choose A Listening Platform

Five Questions To Guide The Selection Process

by Suresh Vittal, May 5, 2009

Marketers are using listening platforms to keep up with the rapidly evolving world of online discussions. But a crowded and immature marketplace with many confusing messages makes selecting the right listening platform challenging. To help, Forrester . . .

For Customer Intelligence Professionals

Optimizing Email Marketing In An Economic Slowdown And Its Impact On Vendor Selection

by David Daniels, March 13, 2009

The current economic environment puts increased pressure on email marketers against which they must adjust their practices and strategies. A July 2008 JupiterResearch/Clickz survey of 286 email marketing executives reveals classic challenges of constrained . . .

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 Interactive Marketing Professionals

The Listening Platform Landscape

New Solutions Extend Beyond Tracking To Deliver Consumer Insights

by Suresh Vittal, January 22, 2009

Consumers continue to use social technologies to wrestle control of brands away from organizations. Marketers operating in this hyper-inclusive environment must go beyond simply tracking brand mentions and impressions and get at the root of the discussion. . . .

For Interactive Marketing Professionals

Retail Interactive Marketing Spend Grows Steadily

by Shar VanBoskirk, August 1, 2008

Retail marketers are responsible for more than one-third of all interactive marketing spend: an expected $8.2 billion by year end 2008. As veterans in the interactive space, retailers will grow IM investments at a compound annual growth rate (CAGR) of . . .

For eBusiness & Channel Strategy Professionals

Optimizing eCommerce Analytics

Getting The Most Out Of Web Analytics Tools To Drive Sales

by Brian K. Walker, July 7, 2008

Web analytics solutions are now must-haves for eBusiness and channel strategy professionals — driven, in large part, by the decade-long need to improve usability and measure online marketing. And over the past 10 years, many vendors have continued to . . .

For Interactive Marketing Professionals

Topic Overview: Interactive Marketing

by Shar VanBoskirk, June 20, 2008

Interactive marketing tactics are crucial for marketers who seek new ways to create relevant and engaging customer communications. Forrester's interactive marketing research studies current and emerging interactive strategies and channels to help marketers . . .

For Vendor Strategy Professionals

Hot Companies To Watch In 2008: Q2 Update

Profiles Of Emerging Companies And Technology Trends That Tech Vendors Should Consider When Planning Strategy

by Chris Andrews, June 19, 2008

The wide-ranging popularity of our first "Hot Companies To Watch" document, published in April 2008, highlighted a few important facts about technology strategists. First, it reflects the high level of interest technology professionals have in understanding . . .

For Information & Knowledge Management Professionals

Stop Managing Web Content!

Actions Web Content Teams Can Take To Support The Customer Experience

by Tim Walters, Ph.D., June 6, 2008

The demands of the consumer-centric Web requires that information and knowledge management (I&KM) professionals in Web teams move beyond the "content is king" mantra of the 1990s and embrace the new drivers behind business success online: community . . .

For Marketing Leadership Professionals

Optimizing Online Interactions For Customer Centricity

A Requirement For Delivering Relevant Web Experiences

by Suresh Vittal, March 26, 2008

Direct marketers are adding another weapon to their communication arsenal: the corporate Web site. However, most Web sites do a poor job of delivering compelling and relevant content to online visitors. Online interaction optimization technologies like . . .

For Consumer Market Research Professionals

Top Market Researcher Predictions For 2008

by Brad Bortner, December 31, 2007

The market researcher profession continued to be redefined by the Internet in 2007. The rise of online panels, industry-level attention to the lack of standardization of online metrics, and the much talked about Web 2.0 communities for research set the . . .