Forrester

For eBusiness & Channel Strategy Professionals

Report:Getting Mobile Right With Mobility POST

A Methodical Approach To Building Your Mobile Phone, Tablet, And Wearables Strategies

Back in 2009, Forrester created the first version of mobile POST — a methodology to help our clients create mobile strategies that align well with the mobile sophistication of their customer...

For Marketing Leadership Professionals

Report:Don't Confuse Tablet And Mobile Marketing

Contextual Marketing Demands A Unique Approach To Tablets

Too many marketing leaders still lump tablets and smartphones in the same mobile bucket. That's a mistake. Why? Because tablets are not primarily mobile devices. Instead, they are mostly used within...

• Downloads: 91

For Marketing Leadership Professionals

Report:Gamification: "Level Up" Your Strategic Approach

Over the past year, marketers have made the shift from learning about the meaning of gamification to incorporating it into their strategies. But so far, the results have been mixed, as the...

• Downloads: 93

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: 97
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For Customer Experience Professionals

Report:Banks And Retailers: You Cannot Price Your Way Out Of Bad Customer Experiences

Why Customer Experience Matters More To Loyalty Than Price

Have you ever wondered whether it makes more sense to invest in customer experience or in dropping your prices to improve customer loyalty? We tested the relationship between customers' perceptions...

• Downloads: 232
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For eBusiness & Channel Strategy Professionals

Report:2013 US Mobile Banking Functionality Rankings

Forrester Evaluates The Four Largest Banks' Retail Mobile Offerings

With customer expectations rising and substantial business at stake, digital banking strategy teams know they need to keep improving their mobile services. This is one of three reports that detail...

• Downloads: 247

For Marketing Leadership Professionals

Report:The Mobile Mind Shift Index

Measuring And Analyzing The Shift In Consumers' Expectations

Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

• Downloads: 390
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For Marketing Leadership Professionals

Report:Marketing Strategy For The Mobile Mind Shift

Delivering Utility At Speed To Perpetually Connected Customers

Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

• Downloads: 418

For Marketing Leadership Professionals

Report:Profiling Brand-Loyal And Price-Conscious US Consumers

A Technographics® Data Essentials Document

Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

• Downloads: 37

For Marketing Leadership Professionals

Report:Mobile App Discovery: Best Practices To Promote Your App

Most brands would love to have their apps among the top 25 most downloaded apps on the Apple App Store or Google Play. With more than one million apps available, there's a great risk that your app...

• Downloads: 213

For Customer Insights Professionals

Report:Two Approaches For Socializing Your Loyalty Program

Direct Integration With Social Channels Creates The Richest Engagement And Data Opportunities

Across the globe, more and more consumers are interacting socially than ever before. When it comes to loyalty, social channels provide an opportunity for brands to engage with members beyond the...

• Downloads: 132

For CMO Professionals

Report:Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

How Research Touchpoints Affect Consumer Spending

Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

• Downloads: 477

For Sales Enablement Professionals

Report:Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

Executive Overview: The Lead-To-Revenue Playbook

In 2010, Forrester introduced the term "lead-to-revenue management" (L2RM) to categorize a set of integrated processes, goals, and metrics that frame marketing practices from lead generation to sales...

• Downloads: 176

For Sales Enablement Professionals

Report:The New Physics Of Lead-To-Revenue Management

Vision: The Lead-To-Revenue Playbook

The need to calibrate marketing spend to revenue generation was the seminal driver of lead-to-revenue management (L2RM). But savvy B2B marketing leaders are going beyond revenue performance...

• Downloads: 189
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For Marketing Leadership Professionals

Report:"Smart Body, Smart World" For Marketers

Sensor Devices Disrupt Marketing Practices

Your customers are becoming even more connected. Sensor-laden devices on our bodies, in our homes, in our cars, and virtually everywhere else are creating new opportunities and demands for marketers....

• Downloads: 259
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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: 165
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For Marketing Leadership Professionals

Report:Extend Your Marketing Into Games

See Through The Myths, And Tap Games As A Medium For Marketing

Are you looking to deliver interactive, integrated marketing messages and advertising to reach an attractive, broad base of users in a medium where emotional response is predictable and guaranteed?...

• Downloads: 162
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For Sales Enablement Professionals

Report:European B2B Marketers Will Invest In Automation In 2013

Local Vendors Continue To Innovate

Wake up, marketing automation vendors: The European market is getting hot! Forrester's Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey shows us that the rate of investment is...

• Downloads: 104
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For Customer Insights Professionals

Report:Base Your Plan For Intelligent Loyalty On Maturity

Strategic Plan: The Customer Loyalty Playbook

Loyalty programs that attempt to implement a cookie-cutter strategy and ignore customer insights typically struggle and usually lack meaningful results. Organizations seeking to build a program that...

• Downloads: 152

For Sales Enablement Professionals

Report:A Holistic Measurement System Enables Continuous Improvement

Performance Management: The Lead-To-Revenue Playbook

The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing's activities (and budget) to the result of revenue generation. But effective performance management of...

• Downloads: 134
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For Marketing Leadership Professionals

Report:How Extended Packaging Will Redefine Relationships Among Brands, Retailers, And Customers

A European Perspective On Mobile Bar Codes

You've seen them everywhere: in the corners of print ads, across billboards, on buses, or in pieces of direct mail — those small blocks of even smaller squares. Marketers are increasingly using...

• Downloads: 121

For Sales Enablement Professionals

Report:B2B Marketing Tactics And Results: Channel-Oriented Versus Direct

Channel Ecosystem Entropy Diminishes Results

In this economic climate of scrutinized marketing budgets and demonstrable return on investment (ROI) expectations, business-to-business (B2B) marketers need to make sure that they're doing the right...

• Downloads: 159

For Marketing Leadership Professionals

Report:The ROI Of "Owner" Communities

A Tool To Help You Uncover The Economic Value Of Your Community

Two of the most common questions we receive from B2B marketers are "How do I know if it's worth having a community?" and "How can I prove to my executives that my community is worth their...

• Downloads: 193
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For Customer Insights Professionals

Report:Rethink Existing Approaches To Embed Cross-Channel Attribution

Processes: The Cross-Channel Attribution Playbook

Establishing a cross-channel attribution measurement framework requires a tremendous amount of due diligence, planning, and process across the organization. In this report of the cross-channel...

• Downloads: 194
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For eBusiness & Channel Strategy Professionals

Report:2013 Mobile Trends For eBusiness Professionals

Landscape: The Mobile eBusiness Playbook

With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

• Downloads: 663
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