Rusty serves B2C marketing professionals. His research focuses on enterprise marketing technologies, including cross-channel campaign management, marketing resource management, and real-time interaction management. Rusty helps organizations ensure that their marketing technology investments underpin strategies to meet evolving customer expectations and align with overall business technology investments to win, serve, and retain customers.
This report provides B2C marketers with a self-assessment tool to guide the development of holistic EMT requirements and plans based on where their company fits within Forrester’s EMT maturity model.
This report shows how each provider measures up and helps B2C marketing professionals select the right one for their needs.
This report compiles Forrester’s body of recent personalization research to help you understand the requisite components of a holistic personalization strategy.
Customer-obsessed firms must break down organizational silos to focus on the needs of their customers. But disparate and overlapping technology investments severely hamper their collaboration efforts. It is critical to understand when and why to implement
Marketing campaigns often fail because they misalign product sales with customer experience (CX) expectations. Real-time interaction management (RTIM) enables B2C marketers to reboot channel-centric campaigns and deliver value in the moments that matter m
In our 40-criterion evaluation of cross-channel campaign management (CCCM) providers, we identified the eight most significant ones — Acoustic, Adobe, Cheetah Digital, Oracle, Salesforce, SAP, SAS, and Zeta Global — and researched, analyzed, and scored th