Forrester

For CMO Professionals

Report:Customer Life-Cycle Marketing Demands New Metrics

Performance Management: The Customer Life-Cycle Marketing Playbook

To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer life...

• Downloads: 1073
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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: 156
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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: 212
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For Marketing Leadership Professionals

Report:Mix Art And Science For Marketing Success

Vision: The Marketing Mix Optimization Playbook

Marketers have access to more marketing channels than ever before — but most of them are struggling to cope with this increasing complexity. For CMOs and senior marketers, all of these new...

• Downloads: 426
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For CMO Professionals

Report:Become Scientific About Marketing Investments And Outcomes

Road Map: The Marketing Mix Optimization Playbook

Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps in effectively allocating marketing budgets across an increasingly fragmented media and...

• Downloads: 295

For Marketing Leadership Professionals

Report:Deliver Transparent Returns On Your Marketing Dollar

Business Case: The Marketing Mix Optimization Playbook

Marketing mix modeling is a powerful tool that provides a holistic understanding of marketing performance across channels. With marketing mix modeling, marketers can positively affect business...

• Downloads: 257

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: 361
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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: 351
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For Marketing Leadership Professionals

Report:Value Your Subscribers More Accurately

Performance Management: The Email Marketing Playbook

This report, part of the email marketing playbook, provides interactive marketers with advice on email marketing performance management, with a focus specifically on list maintenance. We've outlined...

• Downloads: 602

For Marketing Leadership Professionals

Report:Mobile Marketing Metrics Best Practices

Navigating The Splintered Landscape Of Mobile Analytics

Like with social media before it, marketers are struggling to demonstrate mobile's return on investment (ROI). Many brands are beginning to develop a mobile marketing strategy but their priorities...

• Downloads: 880
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For Marketing Leadership Professionals

Report:Social Media Metrics That Matter

Communicating The Right Data To Different Internal Stakeholders

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

• Downloads: 2562
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For Marketing Leadership Professionals

Report:The ROI Of Social Marketing

Business Case: The Social Marketing Playbook

The demand has never been greater for marketers to validate and measure the benefits delivered by their increasing investment in social media. Marketers often frame this question as, "What is the ROI...

• Downloads: 5004
• Comments: 1
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For Marketing Leadership Professionals

Report:Case Study: Oreck Improves Media Spend ROI By Taking A Unified View Of The Customer

Oreck decided it was time to get smart about impression delivery across multiple channels. Working with partner Knotice, Oreck created a unified view of the customer to effectively target and deliver...

• Downloads: 286
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For CMO Professionals

Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

• Downloads: 500
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For CMO Professionals

Report:Metrics That Matter For B2C Marketers

As the economic malaise lingers on, marketers face increased pressure to prove the value of their marketing programs. And while many CMOs believe that future success will be judged on return on...

• Downloads: 674

For Application Development & Delivery Professionals

Report:Early Adopters Embrace Hadoop For Operations And Customer Analytics

Experiences Of Big Data First Movers

Forrester interviewed three organizations that have deployed Hadoop to support customer-facing processes, the back office, and even their research and development operations. Although these early...

• Downloads: 951

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: 358

For CMO Professionals

Report:Metrics That Matter For B2B Marketers

Revenue Impact Should Top The CMO's Management Dashboard

Chief marketing officers (CMOs) frequently ask Forrester what they should have on their management dashboards. Business-to-business (B2B) CMOs need to do more than measure activities like...

• Downloads: 828

For Marketing Leadership Professionals

Report:Social Media Measurement Proxies That Work

How To Construct And Prove Proxies When You Can't Collect Traditional Metrics

Marketers are no good at measuring their social media programs: Most don't even try to collect metrics that match their objectives and as a result they're forced to use measurement proxies that are...

• Downloads: 688

For Marketing Leadership Professionals

Report:Benchmark Your Interactive Marketing Maturity

Five Key Metrics For Tracking Progress

Are your interactive marketing efforts keeping pace with the marketplace? In this report for interactive marketers, Forrester identifies the five key benchmarks that help you gauge how well you are...

• Downloads: 815
• Comments: 1
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For eBusiness & Channel Strategy Professionals

Report:Moving Traveler Loyalty From "Utility" To "Good"

Using Ancient Greek Philosophy As A Framework For 21st Century Travel Loyalty

The Greek philosopher Aristotle believed that there were three levels of friendships: utility, pleasure, and good. The lowest, utility, describes the current state of travel loyalty programs —...

• Downloads: 506

For Marketing Leadership Professionals

Report:Which Providers To Tap For Social Gaming

Decoding A Complex Landscape Of Developers And Publishers

Marketers are confused by the social gaming developer and publisher landscape, and it's no wonder. With surging consumer adoption and an explosive market that's forecast to reach $4 billion by 2015,...

• Downloads: 453

For CMO Professionals

Report:Adaptive Planning Delivers Marketing Accountability

The Benefits Of A Flexible And Result-Focused Approach To Marketing Planning

Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is...

• Downloads: 362

For Marketing Leadership Professionals

Report:Community Benchmarking Metrics

What To Expect For The Health Of Your Community

Interactive marketers in charge of branded communities need to be able to benchmark goals and set expectations for the success of their programs. However, the benchmarks being observed are typically...

• Downloads: 518

For Marketing Leadership Professionals

Report:How To Measure The Brand Impact Of Paid Search

Interactive marketers consider branding one of the key objectives of their search marketing program; but few of them apply methods to understand the brand impact of search. Rather than focus only on...

• Downloads: 537