Defined broadly, innovation is any transformation of a process, offering, or business model that has business impact.

Latest Research

  • For B2C Marketing Professionals

    REPORT: The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook

    December 14, 2018 Joe Stanhope, Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions with individual customers. Brands that seize this potential are assembling enterprise marketing technology ecosystems that Forrester calls contextual marketing engines to create highly engaging environments that drive business growth. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; this version was revised with new data.

  • For Infrastructure & Operations Professionals

    REPORT: Make Room For The Autonomous Edge In Your IoT Strategy

    Understand The Different Types Of Edge And How They'll Shape Your IoT Initiatives

    December 12, 2018 Paul Miller

    "The edge" is important in internet of things (IoT) deployments, but different domains (and vendors) offer contradictory explanations for what it is and why it demands your attention. This report steps back from discussing specific technologies and products to help infrastructure and operations (I&O) professionals understand how four key edge usage patterns should fit within their IoT strategy.

  • For Infrastructure & Operations Professionals

    REPORT: Smart City Platforms Enable The Insights-Driven City

    Build A Foundation To Improve Operations And Citizen Experience

    December 3, 2018 Jennifer Belissent, Ph.D., Michele Pelino

    Cities leaders recognize the need to invest in infrastructure and applications to improve their operations, the services they provide constituents, and the overall experience of their citizens. New internet-of-things (IoT)-enabled solutions and platforms offer a wealth of options and two distinct paths to building a smart city. Becoming smart, however, isn't easy: City leaders must address the challenges of IoT-enabled initiatives to ensure success. This report offers guidance for infrastructure and operations (I&O) professionals on how to approach IoT-enabled initiatives and overcome potential challenges.

  • For CIO Professionals

    REPORT: Emerging Technology Spotlight: Businesswide Networking Fabric

    Businesswide Networking Fabric Enriches Your Digital Business Value

    December 3, 2018 Andre Kindness

    Businesswide networking fabrics have started to disrupt traditional networking service providers and vendors. Enterprises must understand what this disruptive technology is, when it will be mature, and which vendors are best suited to deliver it. CIOs and business technology leaders at advanced companies should read this report and Forrester's associated deeper research to push their organizations to create adoption strategies.

  • For Customer Experience Professionals

    REPORT: Three Culture Practices For Long-Term Customer Centricity

    Advanced Level: Culture Practices For CX Transformation

    November 30, 2018 Samuel Stern

    Very few companies have truly customer-obsessed cultures that can create and sustain a competitive advantage in the marketplace. Those that do got there by innovating. These culture leaders realign their organizations to reinforce customer centricity. They also build practices to help identify a never-ending stream of emergent employee behaviors that go beyond the current best practices and continuously raise the bar. And they radically distribute authority and responsibility to employees who are as close to the action as possible. Forrester refreshes this report regularly based on new research.

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