Recent Research
Build loyalty and enhance your customer understanding at the same time by leveraging zero-party data straight from the customers that matter most.
Use Forrester’s Marketing Technology Capabilities Model to conceptualize, plan, and manage your organization’s martech ecosystem.
Use Forrester’s framework to compare CCMH vendors against your organization’s unique needs.
Organizations must develop a personalization strategy that prioritizes customer needs and benefits organizations in a mutual exchange of value.
Consumers want personalized moments that are relevant and valuable, but organizations prioritize business needs in their personalization efforts.
B2C marketers must understand what agentic AI is, how it will affect marketing ops and customer-facing experiences, and build a roadmap to prepare for agentic AI and AI agents.
Planned Research
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.