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 Customer Intelligence Professionals

The Privacy Exchange Disconnect

Marketers Must Show Value For Consumer Information

by Dave Frankland, November 16, 2009

Consumers and marketers have contradictory impressions of the value marketers provide in exchange for the consumer data they collect. Marketers claim they deliver more relevant products, services, and ads based on the consumer information they capture. . . .

For Interactive Marketing Professionals

US Interactive Marketing Forecast By Industry, 2009 To 2014

by Shar VanBoskirk, November 11, 2009

Although interactive marketing is poised to grow at a 16% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share of all interactive marketing, while brand advertisers . . .

For Customer Intelligence Professionals

Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time

by Alexander Hesse, October 27, 2009

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of . . .

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

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 B2B Market Research Professionals

Enterprise Buying Influences In Emerging Markets, 2009  (406 KB PPT)

by Ellen Daley, August 7, 2009

From: Enterprise Global Technology Adoption Survey, Asia Pacific, Latin America, Middle East, And Africa, Q1 2009

For B2B Market Research Professionals

Sources That Influence Telecom And Network Purchasing Decisions Of Canadian VSB/SMBs: 2009   (422 KB PPT)

by Ellen Daley, August 7, 2009

Using data from BDS' Enterprise And SMB Networks And Telecommunications Survey, North America And Europe, Q1 2009 survey, Forrester Research examines Canadian SMBs and very-small businesses (VSBs) and the sources of information that influence their telecom . . .

For Customer Intelligence Professionals

Marketers: Stop The Abuse! Adopt Preference Management

Consumers Are Losing Trust And Patience With Marketers

by Dave Frankland, July 22, 2009

Preference and relevance are tired and overused marketing terms. But despite the lip service marketers give them, we don't see an awful lot of focus on them. To get a complete picture of the state of preference management in practice and the similarities . . .

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

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 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

Sharpening Web Site Relevance

Tactics For Delivering Meaningful Online Experiences

by John Lovett, July 1, 2009

Relevance is the gold that marketers seek and the means by which customer intelligence professionals secure their tenure. Marketers require relevance to reach customers in our increasingly cluttered and information-overloaded environment. The recipe for . . .

For Customer Intelligence Professionals

Social Tools Help Pharma Marketers Build Customer Intelligence

Why Pharma Should Integrate Social Into The Multichannel Customer View

by Carlton A. Doty, June 24, 2009

The pharmaceutical industry faces significant sales and marketing challenges as many of its blockbuster drugs come off of patent and access to healthcare providers becomes increasingly restricted. In the midst of this doom and gloom, some pharma marketers . . .

For Customer Intelligence Professionals

Why Consumers Subscribe To Financial Services Emails

Understand How To Find New Email Subscribers And Keep Their Interest

by Julie M. Katz, June 24, 2009

Marketing emails from financial institutions have grown substantially. Despite this growth, consumers remain skeptical about financial services emails. To counter the skepticism, email marketers should increase the amount of information and control consumers . . .

For Interactive Marketing Professionals

US Email Marketing Forecast, 2009 To 2014

by David Daniels, June 12, 2009

Email adoption and use by consumers and businesses alike remain strong, with 153 million online adults regularly using email by 2014. Social inbox users will total 47 million in 2014, but will ultimately level off based on the blurring lines of the "traditional" . . .

For Customer Intelligence Professionals

US Web Analytics Forecast, 2008 To 2014

The Future Brings A Shift In Role

by John Lovett, May 27, 2009

If we were to equate Web analytics to a human life stage, 2009 places us squarely in awkward adolescence. After some explosive prepubescent growth, the Web analytics market is beginning to develop its own footing, yet significant change is imminent and . . .

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 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 Customer Intelligence Professionals

The Forrester Wave™: UK Database Marketing Service Providers, Q2 2009

No Outright Leader Within A Fragmented Market

by Dave Frankland, May 14, 2009

For several years, Forrester has evaluated database marketing service providers in the US. However, not all of these providers operate internationally, and we receive frequent inquiries specific to the UK market. In Forrester's 77-criteria evaluation . . .

For Interactive Marketing Professionals

Why Consumers Subscribe To Retail Emails

Understand How To Find New Email Subscribers And Keep Their Interest

by Julie M. Katz, May 13, 2009

Boom times are over for retailers, and email marketers need a way to retain the customers they have. Lucky for retailers, they have a deep history with email and robust lists. To meet current email subscriber needs, they'll need a stronger understanding . . .

For Interactive Marketing Professionals

Why Consumers Subscribe To CPG Emails

Understand How To Find New Email Subscribers And Keep Their Interest

by Julie M. Katz, May 13, 2009

Email is a great channel for consumer products manufacturers to spread the word about their products, especially to consumers motivated by family and cost-savings. CPG email subscribers are real fans of the brand, motivated by family, and extra cost-conscious . . .

For Customer Experience Professionals

Where To Find Help For Web Design Projects, 2009

North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

by Vidya L. Drego, May 8, 2009

Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still selective about the projects they take on. To help kick-start . . .

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 . . .