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For Customer Intelligence Professionals

Six Steps To Improving Email Delivery

Why Email Marketers Are Struggling To Break Through The Inbox

by David Daniels, July 15, 2009

Overburdened marketers are largely failing to implement core delivery best practices such as message authentication schemes. With a forecasted $144 million dollars in email marketing spending in 2014 to be wasted on messages that never get delivered, . . .

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 . . .

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 . . .

Understanding Contact Optimization Technology

by Suresh Vittal, September 20, 2006

Marketers place contact optimization technology near the top of their wish lists. But we think there's a disconnect. Contact optimization is suited for high-volume direct marketing organizations that face the unenviable task of reconciling millions of . . .

For Customer Experience Professionals

The People Who Make Great Web Sites

The Organizations, Skills, And Budgets Behind Today's Biggest Sites

by Kerry Bodine, September 13, 2006

Forrester surveyed our Customer Experience Peer Research Panel to reveal the inner workings of today's typical Web organization. We found an experienced boss with big responsibility but a relatively small budget, and centralized design resources — an . . .

Should Web Designers Report Into Marketing?

Wrong Question! Changing Reporting Relationships Won't Fix Design Flaws

by Harley Manning, September 13, 2006

Can moving control of site design to the marketing department improve today's poor online customer experience? It hasn't so far. So, instead of asking where Web organizations should report, companies would be better served by focusing on the real key . . .

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 . . .

Organizing For Customer-Centric Marketing (392 KB PPT)

by Elana Anderson, August 17, 2006

Marketing communications is shifting away from mass media toward an approach informed by deep audience knowledge. This places database marketing groups - and the customer insight they have amassed - into the organizational spotlight. But many of these . . .

Reinventing The Marketing Organization

Customer Groups Should Trump Channels, Products, Or Geography

by Peter Kim, July 13, 2006

Today's marketing organizations are broken. Three out of four marketing departments have reorganized in the past two years. Almost 80% of marketers don't influence a critical customer interaction like customer service, and 85% don't even own the "four . . .

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 . . .

The Database Marketing Services Landscape

A Directory Of Suppliers That Build And Manage Marketing Databases

by Eric Schmitt, March 8, 2006

Database marketing service providers address the growing need for outsourced services that combine marketing, technology, analytics, and operations expertise. We recently published an evaluation of 10 companies that we consider to be the leaders of this . . .

Five Predictions For The Future Of Direct Marketing

by Eric Schmitt, February 16, 2006

The next five to 10 years will bring dramatic change to the direct marketing world. As consumers continue to embrace the Web — the ultimate direct-to-consumer meta-medium — search marketing and eCommerce will reach new heights. Meanwhile, direct marketers' . . .

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 . . .