Forrester

For Customer Insights Professionals

Report:Case Study: Gatorade's "Mission Control" Quenches Thirst For Real-Time Social Interaction

Gatorade is an ideal brand for a social intelligence command center: It has popular products and a vast number of customers. Online discussion presents both opportunity and risk for a brand like...

• Downloads: 319

For Marketing Leadership Professionals

Report:Three Ways To Find, Create, And Energize Advocates

Promote, Find, And Attract The Mass Influencers Who Matter

Fans and followers are helpful for brands, but the people who bring the greatest value in social media are not just fans but advocates — people who can and will support, engage, and share...

• Downloads: 1022

For CMO Professionals

Report:Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual...

• Downloads: 714

For CIO Professionals

Tool:A Sample Readiness Assessment

For Marketing Leadership Professionals

Report:Organizing For Interactive Marketing

You Should Prepare For A Distributed Organizational Model — Here's How

The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall...

• Downloads: 1249

For Marketing Leadership Professionals

Tool:Interactive Marketers Prioritize Strategy, Analysis, And Campaign Planning Skills

For CMO Professionals

Report:The Pop-Up Brand Experience

How To Transform Product Transactions Into Brand Moments

Innovative marketers are reinventing how consumers engage with their products by transforming yesterday's transactional vending machines into today's powerful brand experience machines. Some...

• Downloads: 370

For CMO Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 913

For Marketing Leadership Professionals

Tool:Mass Influencers' Influence Is Not Just Online But Offline As Well

For Marketing Leadership Professionals

Report:Case Study: Co-Creation Provides A Twist To Unilever's Axe Product Strategy

An Empowered Report

Axe, a Unilever brand of deodorants, body sprays, and shower gels, began using in-person face-to-face co-creation engagements in 2007 with a limited-edition European offering. Based on that...

• Downloads: 234

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast By Industry, 2011 To 2016

Forrester forecasts interactive marketing spend to grow at a compound annual growth rate of 17%. But not all industries will invest in interactive at the same pace. Financial services will spend the...

• Downloads: 1568

For CMO Professionals

Report:Orchestrate Direct-To-Consumer Sales As Part Of Your Brand Experience

The hope of greater margins and more control may drive a consumer goods company to embrace direct-to-consumer (DTC) sales. But while those are sound reasons to sell directly, they sell the value of...

• Downloads: 443

For Marketing Leadership Professionals

Tool:When Should You Move From One Model To Another?

For Marketing Leadership Professionals

Tool:Mass Influencers Have More Trust in Company And Brand Communications

For Marketing Leadership Professionals

Report:Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

• Downloads: 856

For CIO Professionals

Tool:Assessing Process Readiness

For Customer Insights Professionals

Report:Investing In Marketing's Technology Future

How CI Can Use Technology To Drive Competitive Advantage

Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing...

• Downloads: 644
• Rating:

For CIO Professionals

Report:CIOs Must Merge IT With Marketing To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

• Downloads: 635
• Rating:

For CIO Professionals

Tool:Assessing Technology Readiness

For CMO Professionals

Tool:Pharma And Services Firms Spend More On Technology For Community Marketing

For Marketing Leadership Professionals

Tool:Web Analytics And Developer Staff Dominate Interactive Teams

For Marketing Leadership Professionals

Tool:Most Marketers Staff Between Two And 10 People On Interactive Efforts

For Enterprise Architecture Professionals

Report:BPM Projects Show Good But Varied Performance

Metrics: The Business Process Management Playbook

A business process — at its highest level — is any activity that helps an enterprise achieves its goals. Measurement via metrics and comparison via benchmarks are critical to achieving...

• Downloads: 318
• Rating:

For Marketing Leadership Professionals

Tool:Mass Influencers Are More Likely To Fan A Company Or Brand And To Share Links

For CIO Professionals

Tool:Assessing People Readiness