Trends Report

Listening Platforms Satisfy Users For Now

Mature Marketers Will Demand More Integration And Analytics

March 20th, 2015
Allison Smith, null
Allison Smith
With contributors:
Mary Pilecki , Rebecca McAdams

Summary

Forrester's "The Forrester Wave™: Enterprise Listening Platforms, Q1 2014" report revealed that listening platform customers are satisfied with vendors' basic trend tracking and competitive intelligence. But marketer satisfaction declines as expectations for more advanced features grow. This report identifies vendor shortfalls that customer insights (CI) pros should be aware of as they advance their social intelligence habits in today's world. It also provides a guide for how to mature by following the lead of more advanced marketers. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This update includes new information from Forrester inquiries and research interviews.

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