B2C marketing depends on technology capabilities, making it imperative to measure the performance of marketing technology (martech). A strong measurement program allows firms to effectively align resources, manage suppliers, and justify ongoing investment in martech. But many B2C marketers use limited technology performance measurement today. This report outlines a complete approach to measuring all aspects of marketing technology management.

AI agents for marketing are no longer a future state — they have arrived. Eighty-three percent of B2C marketing decision makers report actively implementing agentic AI into their workflows, and 85% agree that it’s delivering meaningful business value in their marketing efforts. With the rise of AI platforms like Claude and ChatGPT, and the majority of […]

As marketers navigate the AI boom, with the latest evolution of AI agents cropping up in their marketing ecosystem, they must identify and prioritize appropriate use cases. This interactive tool covers AI agent use cases across seven marketing categories of data, analytics, measurement, content, operations, orchestration, and experience delivery. Marketers can use it to assess readiness for each AI agent use case based on a framework incorporating priority, people, process, and technology dimensions.

The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement, marketers expect CDPs to provide more than data transit; they expect data utility. […]

In our evaluation of customer data platforms (CDPs) for B2C providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.

Customer data platforms (CDPs) are billed as plug-and-play solutions, but in practice, they include a complex array of data management, data warehousing, orchestration, and integration capabilities that require significant effort to properly deploy. Companies need a comprehensive implementation plan covering data ingestion and governance through customer profile assembly and audience selection. B2C and B2B marketing teams should use this checklist to plan for a successful CDP deployment and track the progress of their implementations.

B2C marketing executives are increasingly investing in martech for better marketing efficiency and customer engagement. Selecting the right vendor is just as important as deciding which solution to invest in. Before finalizing your purchase decision, talk to the vendor’s reference customers to learn about their usage experience and feedback. This template provides a list of questions that martech buyers should ask in a customer reference interview to inform their martech purchase decisions.

Agentic commerce doesn't mean the end of retail websites, but they’ll change. In this webinar, we introduce shopper intents and Forrester's opportunity assessment for answer engine selling and explain how they guide retailers' strategies for their owned sites and unowned experiences.Key takeaways: Discover how consumers' shopping intent dictates where they'll be in their shopping journey.Learn how to apply Forrester's Five Cs to understand whether answer engine selling is a smart strategy to prioritize.Understand how retail websites will have to change in the age of agentic commerce.Target audience level: all levels

Databricks announced CustomerLake, a new customer data platform (CDP) offering, at its Data + AI Summit last week. Though widely anticipated, the announcement generated quite a bit of unabashed excitement and clever commentary. The enthusiasm is relatable; it’s not every day the martech industry gets a new entrant. A CDP Announcement That Isn’t Really About […]

To maximize customer data platform (CDP) value realization and maintain solution momentum, firms must ensure clear ownership, long-term planning, and ongoing resource commitments. Deploying a CDP over the long term involves diverse stakeholders across a range of business, technical, and product ownership roles. This report helps marketers understand the roles and responsibilities required to manage, use, and grow a successful CDP.