Forrester

For Marketing Leadership Professionals

Report:Boost Marketing Returns With Model-Driven Insights

Tools And Technology: The Marketing Mix Optimization Playbook

Marketing mix modeling is undergoing a transformation as marketers increasingly demand that vendors provide solutions that can be updated frequently, easily aggregate data streams, provide...

• Downloads: 282

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: 634
• Rating:

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: 276

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: 336
• Rating:

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...

• Downloads: 329
• Rating:

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: 901
• Rating:

For Customer Insights Professionals

Report:The Forrester Wave™: Web Analytics, Q4 2011

Adobe, comScore, IBM, And Webtrends Lead A Market In Transition

In Forrester's 80-criteria evaluation of web analytics vendors, we found that Adobe, comScore, IBM, and Webtrends are Leaders because of their consistent product strength combined with compelling...

• Downloads: 1958

For Customer Insights Professionals

Report:European Marketing Technology Adoption 2011

Findings From Forrester's Q4 2010 Customer Intelligence Survey

Forrester surveyed 52 European customer intelligence (CI) professionals in Q4 2010 about their technology adoption plans. This report drills into the technology adoption trends of our European...

• Downloads: 253

For Customer Insights Professionals

Report:Marketing Technology Adoption 2011

Findings From Forrester's Q4 2010 Survey Of Customer Intelligence Professionals

Forrester recently surveyed 137 Customer Intelligence professionals to understand their marketing technology priorities, plans, and budgets. Old issues continue to fester — a lack of a...

• Downloads: 608
• Rating:

For Customer Experience Professionals

Report:Web Site User Experience 2010: Marketing Software Vendors

Forrester Applies Its Web Site User Experience Review Methodology To Four B2B Software Vendors

Forrester evaluated the user experience of the Web sites of four large business-to-business (B2B) marketing software vendors: Alterian, Oracle, SAS, and Unica. Overall scores were mediocre: No site...

• Downloads: 391

Report:The Online Customer Engagement Software Ecosystem

Understand Your Options For Supporting Public-Facing Web Sites

Information and knowledge management (I&KM) professionals who support public-facing Web sites face a potpourri of product options from software vendors. Currently, persuasive content functions...

• Downloads: 1070

For Customer Insights Professionals

Report:How Technology Supports Distributed Marketing Organizations

Most marketing organizations struggle to manage the burgeoning complexity associated with brands, regions, and channels and the resulting issues around brand consistency, program ownership, and...

• Downloads: 758
• Rating:

For CMO Professionals

Report:Marketing Leaders Take On Technology

So What Happens Now?

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...

• Downloads: 548

For Customer Insights Professionals

Report:SMB Marketing Technology Adoption

Findings From Our Q3 2008 Direct And Database Marketing Panel Data

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)...

• Downloads: 612

For eBusiness & Channel Strategy Professionals

Report:The Future Of The eCommerce Platform

Dropping The "E" In eCommerce

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...

• Downloads: 2690

For Customer Insights Professionals

Report:Campaign Management Needs A Reboot

The Next Generation Must Simplify Use And Support Multiple Channels

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...

• Downloads: 1333

For Business Process Professionals

Report:How To Choose The Right Enterprise Marketing Software

Eight Key Questions To Make Better Decisions

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...

• Downloads: 362

For Customer Insights Professionals

Report:Marketing Technology Adoption 2009

Direct And Database Marketing Panel Data From Q3 2008

Forrester surveyed 224 direct and database marketers in Q3 2008 to understand their marketing technology usage, plans, and budgets. Direct marketers tell us that insufficient measurement and a lack...

• Downloads: 1028

For Customer Insights Professionals

Report:Selecting The Right Enterprise Marketing Software

Most approaches to selecting marketing technologies are plagued with market confusion, poor capabilities, and lack of support from a critical partner — IT. Forrester has identified eight...

• Downloads: 482

For Enterprise Architecture Professionals

Report:The Persuasive Content Architecture

Understanding How To Apply ECM To Marketing's Business Objectives

Customer experience expectations rise each year as customers want faster responses to requests, more conversational interactions, and more relevant content. Marketers now find themselves under...

• Downloads: 922

For Customer Insights Professionals

Report:Five Tools And Technologies To Measure Engagement

Measuring engagement is no simple task: It requires a cross-channel, data-intensive approach that strains today's measurement processes and the underlying technology that supports them. Furthermore,...

• Downloads: 2664

For Customer Insights Professionals

Report:Top 10 Strategies To Successfully Implement Your Enterprise Marketing Platform

Lessons Learned From Forrester Wave™ Evaluation Customer References

Marketers are in agreement; enterprise marketing platforms are critical for managing integrated, cross-channel marketing programs and improving marketing's efficiency. But firms that put a lot of...

• Downloads: 1319

For Application Development & Delivery Professionals

Report:Topic Overview: Customer Relationship Management 2008

Forrester's customer relationship management (CRM) research helps CRM professionals embrace best practices — from process optimization to technology implementation — to improve the...

• Downloads: 4688

For Customer Insights Professionals

Report:The Forrester Wave™: Enterprise Marketing Platforms, Q1 2008

Unica And Aprimo Are Leaders; Oracle (Siebel) Leads A Pack Of Strong Performers

Eighty-three percent of marketers, a significant majority, tell us that they need a comprehensive marketing suite to improve their effectiveness. Enterprise marketing platform vendors that aspire to...

• Downloads: 2175

For Customer Insights Professionals

Report:Forecast: Global Enterprise Marketing Platforms: 2007 To 2013

Software-As-A-Service Solutions Must Mature To Drive Widespread Adoption

Today, marketers must work with many disparate applications to analyze, plan, execute, and measure their activities. This web of applications creates silos of information that decrease marketing...

• Downloads: 1289