Forrester

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...

• Downloads: 91

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...

• Downloads: 163
• Rating:

For Application Development & Delivery Professionals

Report:TechRadar™ For AD&D Pros: The Extended CRM Technology Ecosystem, Q1 2013

Landscape: The CRM Playbook

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...

• Downloads: 447
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For Marketing Leadership Professionals

Report:Manage Your Marketing Mix Modeling Vendors

Performance Management: The Marketing Mix Optimization Playbook

Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

• Downloads: 175

For Marketing Leadership Professionals

Report:The Scientific Method Comes To Marketing

Executive Overview: The Marketing Mix Optimization Playbook

When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

• Downloads: 449
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For Customer Insights Professionals

Report:Are You Ready For Cross-Channel Attribution?

Assessment: The Cross-Channel Attribution Playbook

Cross-channel attribution is a complex, advanced measurement approach, allowing marketers to uncover the true impact of their marketing campaigns across channels. To get it right, organizations must...

• Downloads: 320

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...

• Downloads: 461
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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...

• Downloads: 636
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For eBusiness & Channel Strategy Professionals

Report:Staffing For The Art And Science Of eBusiness

A Further Look At Key eBusiness Skills And Functions

What is the goal of eBusiness teams? To sell goods and services. As a result, eBusiness teams have become masters in the art of sales. As teams pivot efforts to optimize interactions across digital...

• Downloads: 274

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...

• Downloads: 902
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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,...

• Downloads: 1800
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For Marketing Leadership Professionals

Report:Better Triggers, More Relevance

How Interactive Marketers Must Make Digital Messaging More Engaging

As a marketer you want to be timely and relevant when you send a message and basic triggered messaging has addressed one side of this equation — timeliness — for many marketers. But when...

• Downloads: 452

For Customer Insights Professionals

Report:It's Time For CI To Engage In The Campaign Process

Today's approach to marketing campaigns is broken, and customer relationships are suffering as a result. Although Customer Intelligence (CI) professionals have traditionally been detached from the...

• Downloads: 215

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: 556

For Customer Insights Professionals

Report:Demystifying Real-Time Intelligence

The real-time buzzword is back. Marketers, vendors, and service providers use this term in a variety of scenarios to describe technologies, analytics, customer service, and processes. The hype around...

• Downloads: 633

For Customer Insights Professionals

Report:Five Foundational Requirements For Retail Customer Intelligence

In the age of the customer, the old rules and standards of database marketing will be the downfall of traditional retailers. While financial services, travel, and a handful of cutting-edge merchants...

• Downloads: 546

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: 452

For Marketing Leadership Professionals

Report:The New Paid Search Automation Landscape

The paid search automation landscape has grown to include more vendors that provide enterprise-level bid optimization, campaign management, and reporting. And automation can help marketers control...

• Downloads: 494
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For CMO Professionals

Report:How To Define The Role Of Digital In Integrated Campaigns

Four Ways To Strategically Add Value To Multichannel Marketing

Marketers continue to treat digital channels as an afterthought of their integrated campaigns, instead of as strategic assets. But it's time for marketers to rethink their approach to multichannel...

• Downloads: 1109

For CMO Professionals

Report:How To Define The Role Of Digital In Integrated Campaigns: Evaluation Criteria For Mapping Digital Strategies To Campaigns

In the report, "How To Define The Role Of Digital In Integrated Campaigns," Forrester identified four ways for marketers to use digital assets more strategically in their integrated marketing...

• Downloads: 47

For Customer Insights Professionals

Report:Untangling The Attribution Web

Using Cross-Channel Attribution To Understand Marketing Effectiveness

In an environment where media fragmentation is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing...

• Downloads: 724

For CMO Professionals

Report:B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales

Use Forrester's Marketing Automation Maturity Model To Map Your Strategy

Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the...

• Downloads: 870

For Customer Insights Professionals

Report:The Forrester Wave™: Online Testing, Q3 2010

Adobe And Autonomy Lead A Pack Of Strong Performers

In Forrester's inaugural evaluation of online testing vendors, we researched eight companies across 82 criteria. We found that Adobe and Autonomy lead the pack because of their consistent strength...

• Downloads: 1247

For Customer Insights Professionals

Report:Demonstrate Marketing Accountability With Effective Dashboards

Dashboards Provide A Face For The Marketing Accountability Framework

The demands on Customer Intelligence (CI) professionals to demonstrate accountability and marketing success to support the case for continued marketing investments are intensifying. Forrester's...

• Downloads: 851

For Customer Insights Professionals

Report:Trends In Cross-Channel Campaign Management

Emerging Channels Outpace Existing Solutions

We recently surveyed 167 marketers using cross-channel campaign management (CCCM) solutions about their marketing programs and preferences. Users are generally satisfied with their cross-channel...

• Downloads: 1036