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 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.

  • For B2C Marketing Professionals

    REPORT: Enable Operational Efficiency With MRM

    February 4, 2019 Rusty Warner

    B2C marketers use marketing resource management (MRM) solutions to effectively manage their money, people, content, and brand strategy. For our Q3 2018 Forrester Wave™ evaluation of MRM, we surveyed 24 customer references about their respective MRM vendors. This report outlines the current state of MRM from the perspective of these end users.

  • For CIO Professionals

    REPORT: The State Of Insights-Driven Business Maturity, 2019

    Benchmarks: The Insights-Driven Business Playbook

    January 31, 2019 James McCormick

    In previous reports in this playbook, we identified insights-driven businesses, how they are different, and why they succeed. The next step for CIOs is to understand the overall maturity of their insights practices. This report uses data from the Forrester Analytics Global Business Technographics® Data And Analytics Survey, 2018, to provide CIOs with a benchmark of insights maturity, identify reasons for business success in advanced firms, describe strategic approaches, and analyze operational habits.

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