Forrester

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is the status quo, traditional one-to-one, last-touch methods of allocating demand to marketing efforts are outdated and lead to a suboptimal marketing...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 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: 601

For Application Development & Delivery Professionals

Report:Listening Platforms Find Traction In Customer Service Organizations

Trends 2010: Listening Platforms

Customer service managers must pragmatically balance the needs of their customers with the needs of their business. Listening platforms allow customer service organizations to better understand how...

• Downloads: 214
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For CMO Professionals

Report:How Social Media Is Changing Brand Building

Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of...

• Downloads: 1459
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For CMO Professionals

Report:CMOs Must Connect The Dots Of The Online Brand

Orchestrate Digital For The Best Brand Experience

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other...

• Downloads: 906

For CIO Professionals

Report:CIOs Must Become Customer-Obsessed

Competitive Strategy In The Age Of The Customer

The empowered customer is driving new models of business success that are rapidly redefining the CIO's investment agenda in successful firms — the inauguration of what Forrester calls the age...

• Downloads: 435

For CMO Professionals

Report:Emerging Technologies B2B CMOs Should Watch In 2011

Business-to-business (B2B) CMOs need to keep their eyes on emerging technologies that have the potential to improve customer engagement. Some of the most promising tools are not yet receiving a lot...

• Downloads: 689

For CMO Professionals

Report:How To Build Your Brand With Generation Z

Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...

• Downloads: 293
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For Marketing Leadership Professionals

Report:2011 B2B IM Plans Require Better Partner Management Portfolio Strategy

Three Smart Ways To Outsource B2B Interactive Marketing

Forty percent of B2B interactive marketers will have larger budgets next year, but many will lack the right teams and partner relationships to execute effectively. In order to make the most of their...

• Downloads: 219

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: 853

For Marketing Leadership Professionals

Report:The New Blogging Strategy For Consumer Brands

Using Blogs To Empower Consumers And Gain Back Trust For Your Brand

Blogging is an often misused social marketing platform. Marketers often recycle generic content, follow quarterly content schedules, and plan more for search optimization than engagement. Old school...

• Downloads: 780

For Marketing Leadership Professionals

Report:Case Study: Giffgaff Uses Co-Creation To Build A Differentiated Mobile Service Business

An Empowered Report

Just a few years ago, mobile virtual network operators (MVNOs) were a dime a dozen. Big companies like Disney and ESPN tried — yet failed — to create a mobile experience differentiated...

• Downloads: 374

For CMO Professionals

Report:CMOs Must Drive Their Firms' Domain Strategy Now

The Decision About Generic Top-Level Domains (gTLDs) Is An Immediate Priority

Most companies have been looking at the upcoming availability of generic top-level domains (gTLDs) as a brand and trademark protection issue rather than as a significant new business opportunity....

• Downloads: 376

For Application Development & Delivery Professionals

Report:TechRadar™ For AD&D Pros: Contact Center Solutions For Customer Service, Q2 2013

Landscape: The Contact Centers For Customer Service Playbook

Locking in customer loyalty via deeper engagement and differentiated experiences will continue to be critical priorities for organizations in all sectors in the decade ahead. But navigating the...

• Downloads: 172
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For CMO Professionals

Report:How To Engage Your Omnichannel Consumer

Brand Engagement The Consumer Way

The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies...

• Downloads: 442

For Marketing Leadership Professionals

Report:Social Marketing Spending In 2011

Benchmarks: The Social Marketing Playbook

Despite the tremendous hype and even some pockets of success, our most recent social media benchmarking survey shows that social marketing is still at an early stage. In fact, most interactive...

• Downloads: 2007
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For Customer Insights Professionals

Report:Predictions 2011: What Will Happen In Market Research

Major Changes Are In Store For The Market Research Profession

Until a couple of years ago, the market research department was the only department that proactively collected data from customers and prospects and broadcast it into the organization, but now data...

• Downloads: 898

For CMO Professionals

Report:Visible Value Differentiates Brands And Drives Loyalty

Consumers Define Which Aspects Of The Brand Experience Are Critical

Consumers want brand experiences that match their expectations. We asked consumers which aspects of the brand experience help them differentiate between similar brands and ultimately make them loyal...

• Downloads: 551

For Marketing Leadership Professionals

Report:Tablet Ads: Premium Engagement At Premium Cost

A Framework For Determining If Tablet Advertising Is Right For You

Unique features and new types of consumer engagement on tablet devices create challenges for brand marketers as they test a new emerging media channel. To assist with this challenge, Forrester...

• Downloads: 467

For Customer Insights Professionals

Report:The Social Intelligence Market Is Immature

Landscape: The Social Intelligence Playbook

Over the years, we've evaluated the tools that marketers use to monitor, measure, and learn from online conversations. These listening platforms capture social media to help users analyze data and...

• Downloads: 871

For eBusiness & Channel Strategy Professionals

Report:How Consumers Discover New Brands, Products, And Services

A Technographics® Data Essentials Report

Discovery is the first phase of the customer life cycle — it's the crucial time when consumers first find out about new brands, products, and services. If the "Discover" phase is successful,...

• Downloads: 100

For CMO Professionals

Report:How Green Does Your Brand Need To Be?

A Road Map To Making Your Brand Greener

Marketing leaders navigate a risk-reward tightrope as consumer demand for environmentally responsible, or green, products grows and competition for such marketing offers heats up amid increased...

• Downloads: 337

For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 459
• Comments: 3
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For CMO Professionals

Report:Benchmark Your Marketing Innovation

Evaluate The Balance Of Your Company's Marketing Innovation Across The Four P's

Marketing leaders are investing more in innovation. But most are spending their resources on the typical marketing comfort zone of promotion. The other three P's of marketing — product/service,...

• Downloads: 538

For Customer Insights Professionals

Report:Defining Social Intelligence

Vision: The Social Intelligence Playbook

Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. But although listening platforms make managing social data possible, marketers...

• Downloads: 2722
• Comments: 1
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