Forrester Research : Analyst : Robert Brosnan

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Robert Brosnan

Principal Analyst serving Customer Insights PROFESSIONALS

Find Robert on:
Blog: Customer Insights Blog

Rob services Customer Insights Professionals. He is a leading expert on how businesses can use marketing technologies to build customer relationships and create competitive differentiation. As a principal analyst with Forrester, Rob provides research and consulting to clients on technology strategy, road maps, readiness, benchmarking, and organizational design.

Rob's research focuses on marketing technology trends, forecasts, best practices, requirements planning, organizational models, and ROI assessments. He covers marketing technology products and vendors in campaign management and marketing automation, customer decision management, real-time optimization, and marketing resource management.

Previous Work Experience

His prior work experience includes marketing software development, digital analytics, and marketing strategy. Rob consults with companies in financial services, insurance, telecommunications, retail, and software. Rob also frequently speaks at industry events, and his press coverage includes MarketWatch, The Wall Street Journal, and Destination CRM.

Education

Rob is a gradaute of Clemson University and Indiana University.

Research Coverage:

Campaign Management, Customer Analytics, Customer Intelligence Strategy and Process, Database Marketing, Direct Marketing, Enterprise Marketing Platforms, Loyalty Marketing, Marketing Automation, Marketing Measurement, Marketing Resource Management (MRM), Online Marketing Technology, Packaged Applications

Robert Brosnan's Research

For Customer Insights Professionals
Report: Move Beyond Campaigns To Tap Hidden Customer Potential
Robert BrosnanMay 9, 2013
Cross-channel campaign management (CCCM) tools are the heart of the enterprise marketing platform, yet campaigns are too rigid and too rooted in batch-based techniques to allow firms to achieve ...
- Downloads: 143
- Comments: 1
- Rating:
For Customer Insights Professionals
Report: Take A Startup Approach To Develop Customer Relationships
Robert BrosnanMarch 19, 2013
Customers, empowered by always connected digital devices, can engage with brands at any time, from any place, and at any point within the customer life cycle. To respond with relevance in real t...
- Downloads: 476
For Customer Insights Professionals
Report: Measure The Strength Of The Marketing Technology Stack
Robert BrosnanMarch 15, 2013
The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and re...
- Downloads: 192
- Rating:
For Customer Insights Professionals
Report: Mastering New Marketing Automation Approaches
Robert BrosnanOctober 19, 2012
The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't ke...
- Downloads: 494
- Rating:
For Customer Insights Professionals
Report: Tackle Behavioral Targeting To Modernize Customer Interactions
Robert BrosnanOctober 9, 2012
For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the ...
- Downloads: 659
- Rating:

View all of Robert Brosnan's Research

For Customer Insights Professionals
Report: The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012
Robert BrosnanJanuary 31, 2012
In Forrester's 81-criteria evaluation of cross-channel campaign management (CCCM) vendors, we identified, researched, and scored 12 products from 11 providers: Alterian, Aprimo, ExactTarget, IBM...
- Downloads: 1861
- Rating:
For Customer Insights Professionals
Report: Revisiting The Enterprise Marketing Software Landscape
Robert BrosnanFebruary 14, 2012
Marketing today is impossible without significant investments in technology. When Forrester first charted the landscape of marketing technologies in 2007, we found that marketers were investing ...
- Downloads: 919
- Rating:
For Customer Insights Professionals
Report: Tackle Behavioral Targeting To Modernize Customer Interactions
Robert BrosnanOctober 9, 2012
For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the ...
- Downloads: 659
- Rating:
For Customer Insights Professionals
Report: Investing In Marketing's Technology Future
Robert BrosnanOctober 24, 2011
Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing te...
- Downloads: 644
- Rating:
For Customer Insights Professionals
Report: The State Of MRM In 2011
Robert BrosnanSeptember 28, 2011
Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the mi...
- Downloads: 560