Forrester

For Customer Insights Professionals

Report:CI Professionals: Plan For The Future Of Cross-Channel Marketing

The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But...

• Downloads: 868
• Rating:

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: 454

For Customer Insights Professionals

Report:The Online Marketing Suite Evolves

In the age of the customer, the requirements for the online marketing suite have evolved and become even more acute. Customer expectations are greater than ever, and business demands more marketing...

• Downloads: 248
• Rating:

For Marketing Leadership Professionals

Report:The Four Social Marketing Tools You Need

Tools And Technology: The Social Marketing Playbook

Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

• Downloads: 553

For Marketing Leadership Professionals

Report:The SMART Tech Selection Guide For Community Marketers

Tools And Technology: The B2B Online Community Playbook

Many IT managers tell us that marketers seem quick to jump to technology selection without first articulating the business reason for or the organizational impact of those choices. On the other hand,...

• Downloads: 59

For Marketing Leadership Professionals

Report:Measurement Is A Digital Media Buyer's Best Friend

Performance Management: The Digital Media Buying Playbook

Every digital marketer knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel measurement...

• Downloads: 296
• Rating:

For Marketing Leadership Professionals

Report:Craft A Maturity-Based Mobile Strategy

Strategic Plan: The Mobile Marketing Playbook

This report helps interactive marketers craft a strategic plan for their mobile marketing. Mobile is hot. As with most hot topics in technology, marketers may be tempted to adopt strategies that are...

• Downloads: 347

For Customer Insights Professionals

Report:Understanding The Anatomy Of A Loyalty Technology Platform

Technology plays an integral role in managing and executing a loyalty program. But buyers face an array of technology solutions that support their loyalty needs in different ways. This report is...

• Downloads: 195

For Marketing Leadership Professionals

Report:Building A Better Digital Media Strategy

Strategic Plan: The Digital Media Buying Playbook

Moving to greater digital media buying maturity requires a plan that improves your practice across all four foundational pillars of maturity over the long term: organization, planning and execution,...

• Downloads: 447
• Rating:

For Marketing Leadership Professionals

Report:The Digital Media Buying Maturity Framework

Assessment: The Digital Media Buying Playbook

Marketers fall into four categories of digital media buying maturity, based on their strength across their organization, planning and execution, measurement, and technology. This report of the...

• Downloads: 281
• 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: 277

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: 330
• Rating:

For Marketing Leadership Professionals

Report:Select Partners Who Support Your Goals

Tools And Technology: The Digital Media Buying Playbook

The linchpins of every effective media buyer's practice are the partner and vendor relationships that allow the buyer to create truly valuable customer experiences. The technology ecosystem for...

• Downloads: 198

For CMO Professionals

Report:Emerging Technologies For CMOs To Watch: Q3 2012

New Technologies Push The Boundaries Of Customer Engagement

CMOs need to keep an eye on emerging technologies that have the potential to improve customer engagement levels. This third report in our series on emerging technologies explores tools and...

• Downloads: 740
• Rating:

For Customer Insights Professionals

Report:Defining Social Intelligence

Vision: The Social Intelligence Playbook

Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. But although listening platforms make managing social data possible, marketers...

• Downloads: 2722
• Comments: 1
• Rating:

For Marketing Leadership Professionals

Report:Under The Hood Of Mobile Marketing: Location-Based Marketing

Making Marketing Content Relevant To Where People Are

As marketers step up their mobile marketing efforts, Forrester clients are asking more and more questions about it, and one of the most important facets of the opportunity is location-based...

• Downloads: 802
• Comments: 2
• Rating:

For Sales Enablement Professionals

Report:The Emergence Of The Digital Marketing Service Provider

Tech Marketers Have A New Buyer And Channel To Consider

Businesses engaged in digital marketing will seek a new generation of service provider — one that combines technology competence with marketing strategy and digital creativity. These providers...

• Downloads: 821

For Marketing Leadership Professionals

Report:A Measurement Maturity Framework For Interactive Marketers

Measurement is universally valued by interactive marketers. Approaches and levels of sophistication vary, but nearly everyone recognizes that smart measurement leads to optimized business results...

• Downloads: 355

For Marketing Leadership Professionals

Report:CMOs Must Merge Marketing With IT To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

• Downloads: 714
• Rating:

For CMO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 40
• Rating:

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...

• Downloads: 637
• Rating:

For Marketing Leadership Professionals

Report:Market Overview: 2011 Social Media Platforms For B2B Tech Marketing

Despite A Dynamic Landscape And Confusing Buzzwords, B2B Tech Marketers Can Select The Platforms That Best Meet Their Needs

The large and diverse ecosystem of social media platform technologies is undergoing rapid change. As customer needs and technologies evolve, suppliers are feverishly consolidating, integrating, and...

• Downloads: 1323

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: 1959

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 Application Development & Delivery Professionals

Report:Understand The Requirements Of The Customer Life Cycle For Applications And Data

Take A Strategic Approach To These Requirements For Greater Impact

The old concept of the marketing funnel has become passé, requiring firms to make a dramatic shift to focus on the full customer life cycle and customer relationship. To help enable the...

• Downloads: 390