Forrester

For Customer Insights Professionals

Report:The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012

How Eleven Vendors Tackle A Mature, Yet Rapidly Evolving, Category

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,...

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For Customer Insights Professionals

Report:Revisiting The Enterprise Marketing Software Landscape

Consolidation And Growth Drive A Dynamic Software Marketplace

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 in...

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For Customer Insights Professionals

Report:Tackle Behavioral Targeting To Modernize Customer Interactions

Benchmarks: The Cross-Channel Campaign Management Playbook

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...

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For Customer Insights Professionals

Report:Investing In Marketing's Technology Future

How CI Can Use Technology To Drive Competitive Advantage

Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing...

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For Customer Insights Professionals

Report:The State Of MRM In 2011

Marketing Operations Technology Is Increasingly Contextual

Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the middle...

• Downloads: 560

For Customer Insights Professionals

Report:Mastering New Marketing Automation Approaches

Tools And Technology: The Cross-Channel Campaign Management Playbook

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 keep up...

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For Customer Insights Professionals

Report:Take A Startup Approach To Develop Customer Relationships

Organization: The Cross-Channel Campaign Management Playbook

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 time,...

• Downloads: 476

For Customer Insights Professionals

Report:How Listening Informs Campaign Management

With customer communication channels growing at an exponential pace, brands must adapt their marketing campaigns to provide messages that are more customer-relevant and that differentiate their...

• Downloads: 456

For Customer Insights Professionals

Report:Enable Customer Obsession With Cross-Channel Campaign Management

Executive Overview: The Cross-Channel Campaign Management Playbook

Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to...

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For Customer Insights Professionals

Report:Model The ROI Of Cross-Channel Campaign Management

Business Case: The Cross-Channel Campaign Management Playbook

Enterprise marketing technologies promise to better engage customers, improve marketing performance, and boost efficiency. This report, part of Forrester's marketing technology playbook, helps...

• Downloads: 362
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For Customer Insights Professionals

Report:To Insource Or To Outsource: Understanding The Customer Intelligence Decision Process

As customer databases grow in functionality and organizational influence, Customer Intelligence (CI) professionals must choose between insourcing and outsourcing strategies to best facilitate their...

• Downloads: 343

For Customer Insights Professionals

Report:Acquisitions: Another Disruptive Force For Marketing Technologists

How M&A Activity Brings Pain And Opportunity To CI Professionals

In recent months, Customer Intelligence (CI) professionals witnessed a spate of acquisitions that have forever altered the landscape of marketing technology suites and analysis tools. Such...

• Downloads: 294

For Customer Insights Professionals

Report:CI Teams: Blocking And Tackling Is Not Enough

Integrating Customer Data Is Vital, But It's Not The End Goal

We recently surveyed 137 Customer Intelligence (CI) professionals about their use of analytical applications and priorities. Users are investing in solutions that transform insight into action, but a...

• Downloads: 322

For Customer Insights Professionals

Report:Plan Customer-Centric Campaign Management Requirements

Assessment: The Cross-Channel Campaign Management Playbook

This report outlines the capabilities assessment of Forrester's solution for customer intelligence (CI) professionals working on marketing technology. Transforming marketing programs into...

• Downloads: 295

For Customer Insights Professionals

Report:Measure The Strength Of The Marketing Technology Stack

Performance Management: The Cross-Channel Campaign Management Playbook

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...

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For Customer Insights Professionals

Report:Move Beyond Campaigns To Tap Hidden Customer Potential

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...

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