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: The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q2 2018

    Tools And Technology: The Marketing Measurement And Insights Playbook

    April 16, 2018 Jim Nail, Tina Moffett

    In our 34-criteria evaluation of marketing measurement and optimization solutions, we identified the eight most significant providers — Analytic Partners, Data2Decisions, Ipsos MMA, IRI, Kantar Millward Brown, Marketing Evolution, Neustar, and Nielsen Visual IQ — and researched, analyzed, and scored their capabilities. This report shows how each provider measures up and helps B2C marketers make the right choice for their firms.

  • For B2C Marketing Professionals

    REPORT: Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook

    April 6, 2018 Rusty Warner, Benjamin Brown

    Enterprise marketing technology (EMT) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a convincing business case for EMT investments within the broader context of business technology (BT) investments. It further provides a return on investment (ROI) model for EMT investments using Forrester's Total Economic Impact™ (TEI) framework. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to reference with updated Forrester terminology and additional EMT research.

  • For B2C Marketing Professionals

    REPORT: Modernize Your Martech Stack For Moments

    Evolve Your Marketing Strategy And Technology To Serve Customers In Their Defining Moments

    April 5, 2018 Joe Stanhope, Julie A. Ask

    The world is changing, along with consumers' expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that serve everyone to smaller, more contextual experiences that companies serve to consumers in just the moment they need them. B2C marketers must adopt the right strategy, operational best practices, and technology to win, serve, and retain customers in this new environment.

  • For B2C Marketing Professionals

    REPORT: Case Study: ScottishPower Adapts To Customer Needs With RTIM

    April 5, 2018 Rusty Warner, Arleen Chien

    This case study details how B2C marketers need to prioritize improved customer experiences when making enterprise marketing technology (EMT) investments. ScottishPower (SP) overhauled its EMT ecosystem to align with business goals to better unify its customer strategy. With its investment in Alterian's real-time interaction management (RTIM) solution, this energy and gas provider has achieved lower churn rates and higher customer satisfaction scores, as well as operational efficiencies.

  • For B2C Marketing Professionals

    REPORT: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018

    Tools And Technology: The Digital Media Buying Playbook

    April 5, 2018 Mary Pilecki, Arleen Chien, Susan Bidel, Jessica Liu, Jim Nail, Joanna O'Connell

    Advertising technology (adtech) has been a staple for B2C marketers in their efforts to grow brand recognition, acquire customers, and sell products and services. But technologies have evolved, and marketers are embracing omnichannel advertising to create connected experiences that drive better results. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the 11 technology categories that support omnichannel advertising. B2C marketing pros should read this report to shape their firm's investment approach to these technologies.

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