For Customer Intelligence Professionals

Case Study: The UK's Channel 4 Decodes Customer Engagement

How To Measure Engagement To Drive Business Results

by Julie M. Katz, November 20, 2009

Despite Forrester's four-part engagement definition, many Customer Intelligence professionals struggle to find the best way to measure engagement. When Channel 4 (C4), a media outlet in the UK, shifted its teen programming from TV to online, it needed . . .

For Customer Intelligence Professionals

Assessing Your Customer Intelligence Quotient

A Diagnostic Tool To Gauge Your Firm's Customer-Centric Prowess

by Dave Frankland, November 12, 2009

Forrester introduced the concept of a Customer Intelligence (CI) quotient that indentifies three levels of CI maturity in firms: functional intelligence, marketing intelligence, and strategic intelligence. At the highest maturity level, the Customer Intelligence . . .

For Consumer Market Research Professionals

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

by Reineke Reitsma, November 10, 2009

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called . . .

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 Customer Intelligence Professionals

Executive Q&A: Marketing Mix Modeling

A Guide For Customer Intelligence Professionals

by Julie M. Katz, September 23, 2009

The current economic climate is causing marketers to wake up to how their budgets are distributed and how effective their marketing programs are. Customer intelligence professionals control their companies' marketing data and can help them make sense . . .

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

The Practicalities Of European Social Media Marketing

How European Marketers Should Use Social Media To Reach Consumers

by Rebecca Jennings, June 10, 2009

As European marketers look to ramp up their social media spend, a few innovators are providing some best practices for how to use social media for a variety of objectives. A number of key learnings are already emerging, for example, that the use of multiple . . .

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

Executive Q&A: Customer Lifetime Value

by Suresh Vittal, March 11, 2009

Customer lifetime value is a powerful metric that rewards marketers for understanding their relationships with their customers. But while it is one of the more valuable measurements for marketers, many companies either do not collect the data or do not . . .

For Interactive Marketing Professionals

Online Display Advertising: Metrics For Proving Success In A Recession

by Rebecca Jennings, March 3, 2009

Online display advertising has become an accepted interactive marketing tool during the past 10 years, used by the majority of interactive marketers in Europe and the US. However, for many advertisers, the tools and techniques used to measure the success . . .

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 Consumer Product Strategy Professionals

What Engagement Means For Media Companies

Forrester's Framework Measures Four Dimensions Of Engagement

by Sarah Rotman Epps, March 2, 2009

Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies, and what's the best way to measure it? As Web analytics . . .

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

2009 Asia Pacific Interactive Marketing Predictions

China, Social, And Search Will Thrive As APAC Continues Its Global Rise

by Steven Noble, February 10, 2009

Overall, the current global economic turmoil will harm the Asia Pacific (APAC) region — and specifically China — less than it will other regions. Meanwhile, marketers will continue shifting their budgets toward digital. In this context, three themes will . . .

For Interactive Marketing Professionals

2009 European Interactive Marketing Predictions

Interactive Channels Will Produce Upsides In A Down Economy

by Rebecca Jennings, February 9, 2009

2009 will bring major challenges for European interactive marketers as economic conditions place greater emphasis than ever before on generating results and gaining efficiencies from online efforts. While Forrester believes that interactive budgets will . . .

For Marketing Leadership Professionals

Can Marketing Deliver Growth In The Downturn?

by Mary Beth Kemp, December 9, 2008

Two in three CMOs are confident that marketing contributes to the firm's growth. But on how they can drive their companies' success, marketing leaders have different views. And even if CMOs know what drives growth, many don't put their money where their . . .

For Marketing Leadership Professionals

Getting Started With Marketing Dashboards

Protecting Marketing Budgets In An Economic Downturn

by Cindy Commander, November 13, 2008

As budgets tighten in tough economic climates, marketing is often the first place the CEO and CFO look. Why? Because marketers have traditionally been slow to prove the value of their marketing investments and provide data and measurement to support their . . .

For Interactive Marketing Professionals

Know Your Online Video Audience

by Shar VanBoskirk, November 4, 2008

It's time to advertise in online video. Today's online video viewers are active broadband consumers who make valuable advertising targets. But not all online video viewers are created equal: Varied types of content have distinctly different audiences. . . .

For Consumer Market Research Professionals

Best Practices: Enhance Customer Satisfaction's Impact

Fix Satisfaction Problems, Don't Just Report Them!

by Brad Bortner, September 5, 2008

Satisfaction studies often cost a lot and consume vast research resources without ultimately improving business results. Why? The market intelligence organizations that conduct the research often take just a "reporting" approach, while the business units . . .

For Interactive Marketing Professionals

Interactive Marketing Channels To Watch, 2008

Better Goals Will Unlock New Channel Adoption

by Shar VanBoskirk, August 29, 2008

Consistent with past studies, email, search, and display media are still the most heavily penetrated interactive channels; this year, they reach near ubiquitous adoption. Online video and most social media also continue strong growth. Widgets and mobile . . .

For Interactive Marketing Professionals

Interactive Metrics For Specific Campaign Goals

by Rebecca Jennings, August 27, 2008

To get a complete view of marketing's impact on the business, interactive marketers must link marketing activities to business results. How? By tracking data-driven and consumer metrics that tie directly to their business objectives. No one metric will . . .

For Consumer Market Research Professionals

Best Practices: Why Customer Satisfaction Studies Fail

How To Drive Bottom-Line Success With Effective Satisfaction Research

by Brad Bortner, August 13, 2008

Spending on customer satisfaction studies continues to outpace overall market research spend in the US, and yet there is a generalized dissatisfaction with the value that companies get from such studies. They continue because there is an intrinsic belief . . .

For eBusiness & Channel Strategy Professionals

Four Essential Metrics For Cross-Channel Measurement

by Sucharita Mulpuru, August 12, 2008

With consumers regularly migrating across channels when researching and purchasing products, eBusiness professionals are tasked with the challenge of quantifying that cross-channel behavior. Companies with multichannel programs in consumer-facing industries . . .

For Interactive Marketing Professionals

What's Your Quality Score?

Tactics for Campaign and Landing Page Optimization

by Evan J. Andrews, July 28, 2008

Search engines look beyond click-through rates (CTRs) and maximum bid amounts when determining how to rank their paid search results, weighting additional factors that look outside campaigns themselves.