Marketing Automation

Consumer use of digital devices creates opportunities for marketers, but US companies have been slow to transition from traditional marketing campaigns. European investment in marketing automation is higher, delivering the benefits of greater channel integration, behavioral targeting, and interaction management.

Latest Research

  • For B2B Marketing Professionals

    REPORT: Now Tech: Channel Incentives And Program Management, Q1 2019

    Forrester's Overview Of 21 Channel Incentives And Program Management Providers

    March 26, 2019 Jay McBain

    You can use channel incentives to improve indirect sales performance, orchestrate partners' behavior, and engender channel loyalty. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2B channel marketers should use Forrester's Now Tech report to understand the value they can expect from a channel incentives provider and select one based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Real-Time Interaction Management, Q1 2019

    The 12 Providers That Matter Most And How They Stack Up

    February 27, 2019 Rusty Warner

    In our 33-criterion evaluation of real-time interaction management (RTIM) providers, we identified the 12 most significant ones — Adobe, Certona, Emarsys, FICO, IBM, Infor, Kitewheel, Pegasystems, Pitney Bowes, Salesforce, SAS, and Teradata — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals select the right one for their needs.

  • For CMO Professionals

    REPORT: Forrester Analytics: Adtech (Data Management Platforms) Forecast, 2018 To 2023 (Global)

    ForecastView Document

    February 15, 2019 Jennifer Adams, Tina Moffett

    Data management platforms (DMPs) facilitate smarter media buying by unifying data from multiple sources to allow more accurate and detailed audience segmentation. We expect the global DMP market to grow at a 19.3% compound annual growth rate (CAGR) over the 2018-to-2023 period. This forecast focuses on DMPs that support programmatic advertising, including Adobe, IgnitionOne, Lotame, Neustar, Oracle, Salesforce, and Wunderman (KBM Group). It breaks out global DMP growth by region, deployment model, enterprise/SMB, and industry.

  • For Application Development & Delivery Professionals

    REPORT: Eight Questions To Consider When Investing In Digital Asset Management

    DAM-Like Capabilities From Adjacent Technologies Won't Cut It

    February 11, 2019 Nick Barber

    Technology vendors in spaces adjacent to digital asset management (DAM) — including web content management systems (CMSes), eCommerce, product information management (PIM), marketing resource management (MRM), and content marketing platforms (CMPs) — claim to have embedded rich media management capabilities. These capabilities don't render DAM redundant, however. This report for application development and delivery (AD&D) professionals outlines DAM's role within marketing and digital customer experience technologies and how organizations should consider DAM. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We're updating it now with new data and examples.

  • For B2C Marketing Professionals

    REPORT: Demystify Artificial Intelligence In Social Listening Platforms

    February 7, 2019 Jessica Liu, Arleen Chien

    Artificial intelligence (AI) was the trending topic in the 2018 marketing technology landscape. Social listening platforms (SLPs) have joined the fray; vendors go to market touting their AI capabilities or have AI plans in their product road maps. This report, for B2C marketers and their colleagues, unpacks how AI manifests in social listening platforms, including debunking myths around total automation and which use cases benefit from it.

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