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For Customer Insights Professionals

CI Professionals: Plan For The Future Of Cross-Channel Marketing

April 26, 2013

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Why Read This Report

The online marketing suite supports many of the priorities that customer insights (CI) professionals hold dear: customer centricity, cost efficiency, measurement, and marketing relevance. But leveraging the online marketing suite to integrate content, analytics, and execution comes at a price. Successful efforts require building services partnerships and significant capability, technical, process, and resource commitments. These complexities make online marketing suite adoption a long-term initiative. To help, Forrester lays out a four-stage road map of escalating capability and sophistication: operational mastery, integrated marketing, optimization, and multichannel marketing. This is an updated report which takes into account Forrester's recently released research on the next evolution of the online marketing suite.

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Table of Contents

  • The Online Marketing Suite Is A Key Customer Intelligence Building Block
  • How To Successfully Adopt The Online Marketing Suite

  • Make The Online Marketing Suite Your Own
  • Supplemental Material
  • Related Research Documents

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