Corey McNair is a senior consultant for the Total Economic Impact™ practice at Forrester. In this role, he works with technology clients to demonstrate and justify the return on investment and business value of technology based on the costs, benefits, flexibility, and risk associated with specific investments. Corey has worked with clients and technologies involving API management, e-commerce, martech, and security.
Forrester’s calculations prove that “saving” money by scaling back customer-focused initiatives can cost millions in the short and long term.
Use this tool to calculate your company’s unique risk associated with defunding customer obsession.
“Cancel culture” affects brands mostly as social media noise rather than financial impact.
This report and accompanying tool make use of Forrester’s Total Economic Impact™ (TEI) framework to help B2C marketers structure a quantifiable business case for moving to an omnichannel approach to advertising.
In this report, Forrester provides a calculator to determine how to achieve the benefits of customer obsession profitably.
In this report, we explain why effectiveness is a critical metric of tech’s business value and how you can successfully measure it.
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.