Forrester

For Marketing Leadership Professionals

Client Inquiry:Who Are The People Responsible For Purchasing Marketing Applications And Cross-Channel Platforms?

Who (job title, level, and role) are the (across multiple industries) IT professionals that influence selection, purchasing, and implementation decisions regarding marketing applications and...

For Marketing Leadership Professionals

Report:Remarketing Done Right

Maximize Display Effectiveness By Optimizing Your Approach

New upstarts like Dotomi and FetchBack have recently invigorated interest in the value of remarketing, but it's a tried-and-true display tactic that's been around for years. Marketers can...

• Downloads: 643
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For Marketing Leadership Professionals

Report:Marketing To Millennials: The Next Generation Of Purchasing Power

Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively

As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...

• Downloads: 1059

For Marketing Leadership Professionals

Report:Best Practices For Display Marketing

Processes: The Digital Media Buying Playbook

As more and more interactive marketers buy digital media programmatically, the technologies and processes they use are rapidly maturing. Whether you're a digital media buying skeptic working to build...

• Downloads: 345
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For Marketing Leadership Professionals

Report:Manage Your Marketing Mix Modeling Vendors

Performance Management: The Marketing Mix Optimization Playbook

Successful optimization of the marketing mix requires careful coordination of multiple data streams, generation of insights from marketing mix models, and careful review of budget allocation...

• Downloads: 175

For Marketing Leadership Professionals

Report:Build An Integrated Messaging Approach

Road Map: The Email Marketing Playbook

This report provides a road map for interactive marketers responsible for email marketing. It will help you unify your customer view, organize your teams by customer instead of by channel, and...

• Downloads: 353

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: 237

For Marketing Leadership Professionals

Report:Adapting To Media Fragmentation In Europe

The Impact Of Media Fragmentation Patterns On Communication Strategy

Consumers across Europe are embracing new media platforms that change the way they consume content. This year's European Technographics® data shows a continuous growth in the amount of time...

• Downloads: 380

For Marketing Leadership Professionals

Report:Midyear Planning: Predictions For 2011

Marketers Move Toward Multichannel Planning And Execution

Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect...

• Downloads: 1295

For Marketing Leadership Professionals

Report:Scale Success with Programmatic Multichannel Media Buying

Continuous Improvement: The Digital Media Buying Playbook

This report of the digital media buying playbook will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic...

• Downloads: 349

For Marketing Leadership Professionals

Client Inquiry:What Were The Selection Criteria For Inclusion In Forrester's Marketing Mix Modeling Wave?

What were the selection criteria for inclusion in Forrester's September 21, 2011, "The Forrester Wave: Marketing Mix Modeling, Q3 2011" report.

For Marketing Leadership Professionals

Report:Western European Social Media Marketing Forecast, 2012 To 2017

Growth Slows But Remains Strong Despite Legislative Uncertainty

Social media marketing spending in the European Union (EU) will rise over the next five years, boosted by increasing numbers of addressable devices; consumers' willingness to use them; continued...

• Downloads: 122

For Marketing Leadership Professionals

Report:Balance User Needs With Business Goals

Strategic Plan: The Email Marketing Playbook

This report articulates a strategic plan for how interactive marketers can improve their email programs today and create humanized, integrated messages in the future. We recommend marketers build...

• Downloads: 251

For Marketing Leadership Professionals

Report:Choosing The Right Media Mix 2010: Europe

From Creating Awareness To The Act Of Purchase

Television is still the dominant medium to get messages in front of European consumers, but the Internet is now the primary medium consumers use to research their purchases. Within the digital...

• Downloads: 654

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

Tool:Calculating The Media Fragmentation Index

For Marketing Leadership Professionals

Report:The Always Addressable Customer

Vision: The Mobile Marketing Playbook

This report introduces Forrester's vision of mobile marketing for interactive marketing professionals: Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we...

• Downloads: 752
• Comments: 1
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For Interactive Marketing Professionals

Tool:Forrester Wave™: Marketing Mix Modeling, Q2 '13

For Marketing Leadership Professionals

Playbook:The Email Marketing Playbook

Graduate From Email To Integrated Messaging

The rules for how to best message your users are changing. Now your customers check their email, text messages, and social media posts in parallel. Even trickier: People tap their inboxes from...

For Marketing Leadership Professionals

Report:Testing Emerging Media: A B2B Framework

B2B marketers are beginning to introduce new digital tools like social media, mobile, and online video into their marketing mix. Nonetheless, many B2Bs lack a clear process for prioritizing and...

• Downloads: 711

For Marketing Leadership Professionals

Report:2011 Interactive Marketing Predictions

Reorganize To Tear Down Channel Ghettos And Focus On The Customer

Flush with cash, interactive marketers will experiment aggressively in 2011, using the careful planning and execution learned in the recent downturn to increase the success rate of innovations. Look...

• Downloads: 1512

For Marketing Leadership Professionals

Tool:Forecast: US Interactive Marketing Spend, 2009 To 2014

For Marketing Leadership Professionals

Report:How To Integrate Email With Search Marketing

Coordinating Email And Search Can Jump-Start Integrated Marketing

Interactive marketers can ease into integrated marketing by starting small and coordinating the efforts of two of the more established channels: email and search. This process requires simple changes...

• Downloads: 753

For Marketing Leadership Professionals

Report:A Market Researcher's Introduction To Owned, Paid, And Earned Media

The terms "owned media," "paid media," and "earned media" have become very popular in the marketing space today. Marketers need to understand the benefits of each medium and how to identify the role...

• Downloads: 709

For Marketing Leadership Professionals

Report:2013 Interactive Marketing Predictions

The Ultra-Connected Customer Will Upturn Marketing

In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

• Downloads: 624