Forrester

For Customer Insights Professionals

Report:Ten Steps To Successful Social Intelligence Measurement

Performance Management: The Social Intelligence Playbook

Social media — with its seemingly nebulous returns, such as "engagement" and "advocacy" — often baffles customer intelligence (CI) professionals trying to measure and optimize their...

• Downloads: 448
• Rating:

For Marketing Leadership Professionals

Report:Win The Social Marketing Measurement Game

Performance Management: The Social Marketing Playbook

You've no doubt heard the question: "How do we know that social marketing drives sales?" But just as not all TV spots or billboards are intended to drive direct response, not every social marketing...

• Downloads: 45

For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Readiness

Assessment: The Marketing Mix Optimization Playbook

To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

• Downloads: 215

For Customer Insights Professionals

Report:Cross-Channel Attribution Presents A Clear Path To Marketing ROI

Vision: The Cross-Channel Attribution Playbook

Today's customers interact with brands via a wide variety of touchpoints and at different stages of the brand life cycle. But companies measure campaign success using last-touch methods that fail to...

• Downloads: 437

For CMO Professionals

Report:The Shifting Role Of GRPs In Media Buying

Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video

Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned,...

• Downloads: 304

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: 335
• Rating:

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: 588

For Customer Insights Professionals

Report:The State Of Customer Analytics 2012

Benchmarks: The Customer Analytics Playbook

The customer data explosion shows no signs of abating. Companies need strong customer analytics capabilities to get a handle on customer data and make meaningful decisions based on analytical...

• Downloads: 1099
• Rating:

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: 858
• Rating:

For Customer Insights Professionals

Report:The Road Map To Integrated Social Intelligence

Road Map: The Social Intelligence Playbook

Too many companies remain trapped by merely monitoring or passively collecting social media. Few actually reach social intelligence: driving their marketing and business strategy using the data that...

• Downloads: 1206

For CMO Professionals

Report:Three-Dimensional Brand Health: A Data Mashup

Harnessing Digital Data To Monitor The Brand's Past, Present, And Future Health

Big data holds big promise for marketers who want to understand and manage their brand's health with greater precision. But challenges abound. While the technology is available to process new sources...

• Downloads: 307
• Comments: 1
• Rating:

For Customer Insights Professionals

Report:Buyers Want Expertise From Attribution Providers

Benchmarking: Measure Marketing Performance

During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 34 customers about their cross-channel attribution efforts and their vendor partnerships....

• Downloads: 153

For Customer Insights Professionals

Report:The Facebook Factor

Quantifying The Impact Of A Facebook Fan On Brand Interactions

Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives...

• Downloads: 1231
• Comments: 4
• Rating:

For Customer Insights Professionals

Report:Understanding The Cross-Channel Attribution Landscape

Customer intelligence (CI) professionals are eager to develop a fully integrated cross-channel attribution strategy as a critical first step to optimizing marketing budgets and plans. However, the...

• Downloads: 570

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: 935

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:Case Study: ADT Improves Interactive Marketing Decision-Making By Using Dashboards

We spoke with Frank Rivera, director of digital marketing at ADT Security Services, about how his team developed dashboards to make better data-driven decisions. Working with agencies BGT Partners...

• Downloads: 295

For Marketing Leadership Professionals

Report:Use Interactive Marketing Dashboards To Improve Decision-Making

How To Plan, Build, And Optimize Your Dashboards

Deluged with data, interactive marketers wrestle with summarizing and communicating information. Essential life jackets in this raging sea: well-crafted dashboards. They help interactive marketers...

• Downloads: 814

For eBusiness & Channel Strategy Professionals

Report:CI Professionals: The Future Of Mobile Is Context

Customer Intelligence Professionals Need Mobile Analytic Tactics

Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the...

• Downloads: 675

For CMO Professionals

Report:Emerging Technologies CMOs Should Watch: Q3 2011

Four Technologies For Engaging Customers With Content

CMOs need to keep an eye on emerging technologies that have the potential to drive improvements in customer engagement. This second in a series of reports on emerging technologies explores tools and...

• Downloads: 784

For Customer Insights Professionals

Report:Navigating The Customer Lifetime Value Conundrum

A Decision-Making Framework For Lifetime Value Analysis

Customer lifetime value (CLV), a forward-looking indicator of customer profitability, became common parlance as relationship marketing gained momentum. However, calculating CLV remains a significant...

• Downloads: 678
• Rating:

Report:A Single View Of The Customer Is Table Stakes To Enable Cross-Channel Attribution

The Cross-Channel Attribution Blueprint

When it comes to articulating the business value of data, marketing pros are among the most enlightened of business stakeholders. Marketers rely on customer, transaction, and third-party data to...

• Downloads: 487

For Marketing Leadership Professionals

Report:How To Test Emerging Technologies

Developing A Process For Choosing And Testing New Media And Technologies

The Splinternet is creating hundreds of new marketing opportunities for interactive marketers. Yet even the biggest companies can be risk-averse and have a limited amount of money, time, and...

• Downloads: 645

For Customer Insights Professionals

Report:The Attribution Readiness Self-Test

Customer Intelligence (CI) professionals should constantly evaluate their need for next-generation marketing measurement processes, including cross-channel attribution. Successfully implementing...

• Downloads: 274

For Customer Insights Professionals

Report:The Cross-Channel Attribution Blueprint

A Readiness Framework For Successful Implementation

Customer Intelligence (CI) professionals are increasingly tasked with assessing marketing effectiveness across all channels within the organization. But without access to next-generation attribution...

• Downloads: 778