Forrester Readiness Index: Digital Marketing, 2016

The Forrester Readiness Index (FRI) for digital marketing is a quantitative assessment that provides insights into the digital marketing environment and opportunity of 55 countries across the globe through the curation, analysis, and synthesis of 23 quantitative variables we deem as core indicators of digital marketing readiness. Using these variables, we create two topline outputs: 1) a composite index that ranks the 55 countries’ overall digital marketing readiness and 2) a matrix that plots each country in terms of its current digital marketing environment and future digital marketing opportunity. For more in-depth analysis, we also include an interactive Excel-based tool that allows for targeted country-level comparisons across all 23 variables. The FRI provides digital marketers and marketing vendors with a simple, reliable instrument to quickly make sense of a variety of market signals to aid in determining which countries to prioritize and why.