For Customer Intelligence Professionals

Marketing Dashboards Advance Strategic Thinking Across The Enterprise

by Julie M. Katz, November 20, 2009

Dashboards allow Customer Intelligence (CI) professionals to better influence marketing strategy and drive corporate activities beyond marketing. But many firms don't use them. Absent a culture of sharing, sufficient resources, and clean data, dashboard . . .

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 Business Process & Applications Professionals

To Invest Wisely, Know The Business Value Of Diverse CRM Solutions

by William Band, September 30, 2009

To help customer relationship management (CRM) professionals make smart decisions and navigate the complex CRM technology landscape, Forrester surveyed 286 companies. The goal was to determine the business value-add adjusted for uncertainty of 19 types . . .

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 Technology Product Management & Marketing Professionals

B2B Lead Management Automation Market Overview

Multiple Vendor Choices And Confusing Claims Slow Adoption

by Laura Ramos, September 22, 2009

Lead management automation (LMA) requires a degree of process maturity many business-to-business (B2B) firms don't possess, resulting in underachievement by vendors and users alike. Yet, the benefits of adopting LMA are clear: B2B marketers that successfully . . .

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 Business Process & Applications Professionals

TechRadar™ For BP&A Professionals: The Extended CRM Application Ecosystem, Q3 2009

Social Applications Stimulate Innovation But Sales, Order Management, And Service Hold The Keys To Your Revenue Engine

by William Band, July 9, 2009

Locking in customer loyalty through deeper engagement and differentiated experiences will continue to be critical priorities for organizations in all sectors in the decade ahead, but navigating the complex customer relationship management (CRM) technology . . .

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 eBusiness & Channel Strategy Professionals

The Future Of The eCommerce Platform

Dropping The "E" In eCommerce

by Brian K. Walker, May 18, 2009

eCommerce has come into its own as a key channel for both direct-to-consumer and business-to-business (B2B), and platform solutions to enable them have followed suit. But eCommerce continues to evolve quickly. With the channel increasingly being at the . . .

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 B2B Market Research Professionals

Packaged Applications Implementation And Deployment, Including SaaS, Q4 2008  (426 KB PPT)

by Ellen Daley, April 3, 2009

Firms report on their implementation and deployment of different packaged applications, with a specific focus on software-as-a-service.

For Marketing Leadership Professionals

Campaign Management Needs A Reboot

The Next Generation Must Simplify Use And Support Multiple Channels

by Suresh Vittal, April 2, 2009

Marketers find that current campaign management tools — while good for defining communications in traditional channels like direct mail and email — struggle to keep up with numerous digital, inbound, and emerging channels. The economic slowdown forces . . .

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 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 Business Process & Applications Professionals

How To Choose The Right Enterprise Marketing Software

Eight Key Questions To Make Better Decisions

by William Band, March 2, 2009

The marketing software vendor landscape is crowded and confusing. This makes selecting the right solution a daunting task for CRM professionals. Forrester has identified eight questions that can help you make the right choice. Use them to untangle the . . .

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 . . .