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  • For CMO Professionals

    REPORT: Research Overview: Corporate Values

    A CMO's Guide To Bringing Corporate Values To Life

    September 4, 2020 Emily Collins, Sarah Dawson, Nick Monroe, Rick Parrish, Anjali Lai, Jim Nail

    Values-based consumers and employees are a dominant force in today's market. Companies that acknowledge those values and authentically embrace their own corporate values will grow faster and drive better business results. But there's no one-size-fits-all approach; to help CMOs forge their own path forward, this report ties together Forrester's current body of corporate values research. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Customer Insights Professionals

    REPORT: AI Aspirants: Caveat Emptor

    Tackle Third-Party Risk Head-On And Improve AI Accountability

    August 12, 2020 Brandon Purcell

    A lack of accountability in AI can result in regulatory fines, brand damage, and lost customers. This report advises business insights pros on how to improve their companies' AI accountability by performing third-party due diligence and adhering to emerging best practices for responsible AI development and deployment.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q3 2020

    Tools and Technology: The Omnichannel Advertising Playbook

    July 30, 2020 Mary Pilecki, Sarah Dawson, Collin Colburn, Tina Moffett, Joanna O'Connell, Ryan Skinner, Joe Stanhope

    Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is evolving, and external forces such as data deprecation are accelerating disruption. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 14 tech categories that support omnichannel advertising. B2C marketers should read this report to shape their firm's investment approach to these technologies.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Case For Asynchronous Messaging: Apple Business Chat, Messenger, WhatsApp

    Just Supporting Web And Mobile Chat Is A Missed Opportunity

    July 23, 2020 Julie Ask, Ian Jacobs

    Consumers love messaging, at least when it comes to keeping in touch with friends and family. But brands have lagged in offering asynchronous messaging conversations with their customers. This report examines the ways that brands currently use asynchronous messaging and shows customer service leaders what they need to do to make this communication channel a customer favorite.

  • For B2C Marketing Professionals

    REPORT: Four Steps To Add Social Media To Your Marketing Strategy

    Roadmap: The Social Marketing Playbook

    July 2, 2020 Jessica Liu, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. B2C marketers should read this report to understand how to successfully advance their social media approach by methodically considering their audience, objectives, and tactics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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