Forrester

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: 2537
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For Customer Insights Professionals

Report:CI Teams: Blocking And Tackling Is Not Enough

Integrating Customer Data Is Vital, But It's Not The End Goal

We recently surveyed 137 Customer Intelligence (CI) professionals about their use of analytical applications and priorities. Users are investing in solutions that transform insight into action, but a...

• Downloads: 321

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: 271

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: 234

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: 655
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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 Marketing Leadership Professionals

Report:CCP Games Uses A DSP To Close The Loop On Acquisition And Cross-Sell

CCP Games, a massive multiplayer online game provider, knew that its existing approach with key channels like display was suboptimized and that it could drive more efficient customer acquisition if...

• Downloads: 166

For Marketing Leadership Professionals

Report:CMO Imperatives For 2012

Use Technology To Move From Experimentation To Driving Results

In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...

• Downloads: 923
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For Customer Insights Professionals

Report:Building A World-Class Loyalty Program

Continuous Improvement: The Customer Loyalty Playbook

Successful loyalty programs offer a boost to customer retention, customer satisfaction, and the bottom line. But today, many programs fail to reach success because they haven't mastered even basic...

• Downloads: 494

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: 443

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: 610
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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
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For Customer Insights Professionals

Report:The Keys To A Social Intelligence Command Center

Continuous Improvement: The Social Intelligence Playbook

If you represent a large consumer brand, consider a social intelligence command center — a dedicated resource for listening to the groundswell. A command center like this can improve your...

• Downloads: 1328

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 Marketing Leadership Professionals

Report:Maximize Media ROI With A Customer-Centric Approach

Road Map: The Digital Media Buying Playbook

This report outlines the road map portion of Forrester's solution for interactive marketing executives working on digital media buying. Moving to a higher level of digital media buying maturity...

• Downloads: 72

For Marketing Leadership Professionals

Report:Twitter Automatic Messages: Easy But Dangerous

Poorly Used Auto DMs Decrease Affinity And Engagement On Twitter

The ability to send automatic direct messages (auto DMs) to new followers is not built into the Twitter platform, and for good reason. While some brands and people use third-party tools to send auto...

• Downloads: 216

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: 220

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: 1209

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 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: 132
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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
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For Customer Insights Professionals

Report:Untangling The Attribution Web

Using Cross-Channel Attribution To Understand Marketing Effectiveness

In an environment where media fragmentation is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing...

• Downloads: 724

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
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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: 512

For Marketing Leadership Professionals

Report:2010 Marketing Budgets Rise Cautiously

For B2B And B2C Marketers, Digital Benefits Most From Budget Shifts

The world economy is on the mend from a disastrous 2009, and twice as many marketing leaders see signs of recovery in their industry as do not. Despite a positive outlook, almost a third of marketing...

• Downloads: 552