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: Vendor Landscape: Marketing Resource Management

    Leverage MRM To Drive Customer-Obsessed Marketing Operations

    October 20, 2017 Rusty Warner

    B2C marketers in the throes of modern marketing transformations need to rethink the role of marketing resource management (MRM). A tranche of new marketer-friendly tools replaces legacy MRM solutions with more agile alternatives. But the current MRM market is fragmented and many vendors offer overlapping functionality. This report categorizes solution providers that address the most common MRM use cases and provides recommendations for B2C marketers considering MRM investments.

  • For Professionals

    REPORT: Vendor Landscape: Personalization Solution Providers, Q3 2017

    Forrester's Landscape Overview Of Personalization Solution Providers

    October 20, 2017 Brendan Witcher

    The personalization market landscape is a complex and growing world of vendors offering a wide range of services in response to rising consumer expectations for personalized, relevant experiences within shopping journeys. This market is a mix of large, established players; emerging challengers; and niche solution providers all vying for a piece of the increased demand for personalization solutions. This report presents a review of those vendors to help digital business professionals understand the capabilities of market participants and make informed technology purchasing choices.

  • For B2C Marketing Professionals

    REPORT: Accelerate Modern Marketing With Real-Time Interaction Management

    Benchmarks: The Enterprise Marketing Technology Playbook

    October 17, 2017 Rusty Warner

    Customer-obsessed firms sustain competitive advantage by delivering value and utility in their customers' moments of need. Real-time interaction management (RTIM) enables B2C marketers to meet customer expectations for such contextually relevant experiences. For the Forrester Wave™ evaluation of RTIM, we surveyed 43 customers and conducted interviews with 32 of them to understand their RTIM environments in greater detail. This report outlines key factors to consider when making RTIM investments.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Data Management Platforms In Europe, Q4 2017

    Forrester's Landscape Overview Of 21 European DMPs

    October 16, 2017 Samantha Merlivat

    The data management platform (DMP) market in Europe is evolving as vendors respond to changes in the local technology landscape, privacy regulations, and the ways in which marketers want to use customer data. The market hosts several large, established players; emerging challengers; and smaller players, some founded in Europe and others in the US. This report presents a review of these vendors in the DMP market. B2C marketers, use this report to understand the capabilities within major market segments and to inform your technology purchasing strategy.

  • For Professionals

    REPORT: Make The Case For Ad Technology Investments

    Business Case: The Digital Media Buying Playbook

    October 6, 2017 Susan Bidel, Samantha Merlivat, Michelle Bishop, Richard Joyce

    Advertising technologies (adtech) promise to improve media performance, make customer data more actionable, and boost efficiency. This report helps B2C marketing pros make a convincing business case for technology investments within the broader business technology (BT) context. It provides a ROI model for advertising technology investments using Forrester's Total Economic Impact™ (TEI) framework. This report is an update of a previously published report. Forrester refreshes it periodically for continued relevance and accuracy.

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