Forrester

For Chief Marketing Officer Professionals

Blog:Please Take Our Survey On Loyalty Marketing

Loyalty currently is at the top of my research agenda. Why? I think that marketing organizations have been approaching loyalty with uneven success by adopting established approaches mainly based on...

For Marketing Leadership Professionals

Report:Customer Life-Cycle Marketing Demands New Metrics

Success Will Depend On Measuring The Handoff Between Phases

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: 987
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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: 379

For Marketing Leadership Professionals

Blog:How To Make The Most Of Your Investments Across The Marketing Mix

Over the past few years, the rise of the always addressable customer combined with a challenging economic environment and stagnant markets has created a perfect storm — challenging...

For Marketing Leadership Professionals

Report:The Scientific Method Comes To Marketing

Executive Overview: The Marketing Mix Optimization Playbook

When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

• Downloads: 441
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For CMO Professionals

Report:Case Study: Two Approaches To Align Marketing With IT

The rapid adoption of new digital technologies by consumers is pushing marketing and IT closer together. Two companies that Forrester spoke with took very different approaches to the challenge of how...

• Downloads: 408

For Chief Marketing Officer Professionals

Blog:On Boutiques.com And Why Brands Need A Content Syndication Strategy

Last week, The New York Times broke the news that Google is launching a new eCommerce platform targeting fashion brands: Boutiques.com: http://nyti.ms/9DlCu. (Disclaimer: I worked for four...

For Marketing Leadership Professionals

Report:CMOs Must Merge Marketing With IT 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: 713
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For CMO Professionals

Report:Marketing And IT Must Align For Business Success

Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This...

• Downloads: 512

For Chief Marketing Officer Professionals

Blog:Time For Marketers To Move To Adaptive 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...

For Marketing Leadership Professionals

Blog:What Is A Boomerang?

  No, I’m not Australian . . . at Forrester, "boomerangs" are analysts that, after leaving the research team for a stint in the "real world,"  have decided to re-join. Clients and...

For CMO Professionals

Report:The Evolved CMO In 2012

CMOs Must Take A More Active Role In Business And Technology Strategy

Forrester Research and Heidrick & Struggles recently conducted a global survey of nearly 200 chief marketing officers (CMOs). In this report, you will find out how these CMOs view their relationship...

• Downloads: 598
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For CIO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CIOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 31
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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: 167

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 CMO Professionals

Report:Marketers Need To Acquire Adaptive Skill Sets

Organization: The Marketing Mix Optimization Playbook

Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, the...

• Downloads: 593

For Chief Marketing Officer Professionals

Blog:Highlights From My Latest Report On Loyalty Marketing

We have just published my new report on loyalty marketing: "A New Approach To Brand Loyalty." From the interviews with more than 50 marketing leaders, we have learned that more than 40% of chief...

For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Initiative

Benchmarks: The Marketing Mix Optimization Playbook

Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

• Downloads: 205

For Marketing Leadership Professionals

Blog:How Marketing Mix Modeling Is Adapting To New Technologies And A Heightened Demand For Marketing Accountability

Marketing mix modeling solutions have been around for quite some time, providing marketers in several key categories with complex statistical models that aim to find the correlation between past...

For Marketing Leadership Professionals

Tool:Calculating The Media Fragmentation Index

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: 620
• Rating:

For Marketing Leadership Professionals

Report:Mobile Unifies The Online-Offline World

New Mobile Ad Formats Help Shape The Marketing Continuum

After more than a decade of fast-paced innovation, mobile is creating a link between digital ads and their physical-world counterparts in magazines, billboards, bar codes, and aisles. With new mobile...

• Downloads: 655

For CMO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 40
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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: 499

For Marketing Leadership Professionals

Blog:Q&A With Veronique Tordoff, UK Market Customer Experience Leader, Philips Electronics

Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense...