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 B2C Marketing Professionals

    REPORT: Now Tech: Omnichannel Media Management, Q2 2019

    Tools And Technology: The Omnichannel Advertising Playbook

    June 14, 2019 Joanna O'Connell

    An omnichannel media management approach can improve business performance, boost operational efficiency, and deliver better consumer experiences. But to realize these benefits in today's fragmented advertising tech platforms market, you must select from vendors varying in size, functionality, geography, and vertical market focus to construct your own omnichannel stack. B2C marketers, use this report to learn the value you can expect from omnichannel media management platform providers and to select yours based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Data Management Platforms, Q2 2019

    The Seven Providers That Matter Most And How They Stack Up

    June 13, 2019 Tina Moffett, Arleen Chien

    In our 34-criterion evaluation of data management platforms (DMPs), we identified the seven most significant ones — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — 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 Enterprise Architecture Professionals

    REPORT: Now Tech: IoT Data Management Solutions, Q2 2019

    Forrester's Overview Of 22 IoT Data Management Solution Providers

    June 6, 2019 Noel Yuhanna, Michele Goetz

    You can use internet-of-things (IoT) data management solutions to deliver a comprehensive view of IoT data, become significantly more productive, and accelerate IoT initiatives. 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. Enterprise architecture (EA) professionals should use this report to understand the value they can expect from IoT data management solution providers and select vendors based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: The Future Of Enterprise Marketing Technology

    Vision: The Enterprise Marketing Technology Playbook

    June 6, 2019 Joe Stanhope, Rusty Warner

    Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their approach to martech and customer engagement tactics. This report explores the evolution of martech from a channel-driven capability to one serving the full customer journey; the intersection of martech and customer experience (CX); and the critical features that power moments-based marketing.

  • For B2B Marketing Professionals

    REPORT: Now Tech: B2B Event Management Software, Q2 2019

    Forrester's Overview Of 38 B2B Event Management Software Providers

    June 4, 2019 Laura Ramos, Matthew Camuso

    You can use event management software (EMS) to automate and scale events, personalize attendee experiences, and deliver positive ROI. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, and business objectives. B2B marketers should use this report to understand the value they can expect from an EMS provider and to select one based on size and functionality.

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