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• Report How To Build A Martech Reference Architecture For Banking

  February 16, 2021 | Rusty Warner

  Marketing technology (martech) ecosystems in the banking industry are more complex than those within other vertical sectors due to requisite enterprise integration, mandatory regulatory compliance,...

• Report Know Your Social Media Audience In 2021 — And If They Want To Interact With You

  Landscape: The Social Marketing Playbook

  January 29, 2021 | Jessica Liu, Sarah Dawson

  The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation...

• Report Omnichannel Advertising Delivers Positive ROI

  Business Case: The Omnichannel Advertising Playbook

  January 27, 2021 | Joanna O'Connell, Corey McNair

  Marketing professionals struggle to articulate the value of an omnichannel approach to advertising because of the level of commitment required and the difficulty directly attributing financial...

• Report Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

  Vision: The Marketing Measurement And Insights Playbook

  January 5, 2021 | Tina Moffett, Jim Nail

  Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is...

• Report Chart Your Course To Marketing Measurement Maturity

  Roadmap: The Marketing Measurement And Insights Playbook

  December 1, 2020 | Tina Moffett, David Novitzky

  Marketing measurement and optimization is an indispensable discipline for B2C marketing leaders because it helps tame the flood of marketing and customer data, providing insights that fuel business...

• Report The ROI Of Privacy

  Business Case: The Customer Trust And Privacy Playbook

  November 30, 2020 | Fatemeh Khatibloo, Reggie Lau

  Organizations have traditionally focused investment and resources on preventing data breaches, but consumers are growing more aware of privacy breaches and creepy experiences. B2C marketers must...

• Report Model The ROI Of Enterprise Marketing Technology Investments

  Business Case: The Enterprise Marketing Technology Playbook

  November 20, 2020 | Rusty Warner, Stephen Odell, Jennifer Adams

  Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...

• Report Evaluate Your Marketing Performance Measurement Maturity

  Assessment: The Marketing Measurement And Insights Playbook

  November 17, 2020 | Tina Moffett, David Novitzky

  In order to measure the impact of marketing and media campaigns on key business metrics, B2C marketers must build a new approach to marketing performance measurement that includes data and...

• Report How To Evaluate Marketing Technology Performance

  Performance Management: The Enterprise Marketing Technology Playbook

  May 21, 2020 | Joe Stanhope

  B2C marketing is dependent on technology, making it imperative to measure marketing technology's (martech's) performance. A strong measurement program allows firms to effectively align resources,...

• Report Now Tech: Creative Advertising Technologies, Q2 2020

  Forrester's Overview Of 23 Creative Advertising Technology Providers

  May 15, 2020 | Joanna O'Connell

  You can use creative advertising technologies (adtech) to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. But to realize these...

• Report Forrester Infographic: Unified Marketing Measurement Accelerates

  May 13, 2020 | Jim Nail

  Marketers have already embraced established statistical measurement methods such as marketing mix modeling and multitouch attribution. Now, adoption of unified marketing measurement is surpassing...

• Report It's OK To Break Up With Social Media

  Vision: The Social Marketing Playbook

  May 13, 2020 | Jessica Liu

  In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We...

• Report Get More From Mobile Advertising

  Mobile Ads Struggle To Deliver Value For All

  April 24, 2020 | Collin Colburn

  Mobile advertising is a critical tool for advertisers and publishers alike, as consumers use mobile as their primary device. But mobile ads still fall short. Read this report to determine what B2C...

• Report The ROI Of Loyalty Programs

  Business Case: The Customer Loyalty Playbook

  March 5, 2020 | Emily Collins, Reggie Lau

  Loyalty programs help companies identify and collect rich data about their best customers to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for...

• Report Synergize Marketing Measurement Tools To Optimize Brand Strategy

  March 2, 2020 | Rusty Warner, Tina Moffett, Stephanie Liu

  The confusing landscape of measurement tools makes it difficult for marketers to measure what's working, plan their marketing strategy, and execute that strategy across relevant customer...

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  Webinar Select The Right Marketing Measurement Vendor Using The Forrester Wave™

  January 29, 2020 | Tina Moffett, Jim Nail

  Data-driven marketing builds a fact-based marketing strategy. Marketers need the right measurement vendor to wrangle the messy interactions across journeys and use solutions to enable data-driven...

• Report B2C Marketers Consider DIY Approaches To Hack Martech

  For The Technically Inclined, Building In-House Offers Tempting Benefits

  January 27, 2020 | Joe Stanhope

  The majority of marketers assemble their marketing technology (martech) stack from commercially available, packaged technology. However, a growing number of firms see an opportunity to take a...

• Report Spend On Marketing Performance Measurement Doubles By 2024

  Landscape: The Marketing Measurement And Insights Playbook

  January 23, 2020 | Jim Nail

  Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Against a background of firms embracing...

• Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2020

  Tools And Technology: The Marketing Measurement And Insights Playbook

  January 16, 2020 | Jim Nail, Tina Moffett, Joe Stanhope

  In our 27-criteria evaluation of marketing measurement and optimization vendors, we identified the nine most significant ones — Analytic Partners, Ekimetrics, Gain Theory, Ipsos MMA, IRI, Marketing...

• Report Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

  Forrester's Overview Of 37 Marketing Measurement And Optimization Solution Providers

  September 25, 2019 | Tina Moffett, Jim Nail

  You can use marketing measurement and optimization to understand the business impact of marketing budgets, determine the optimal mix of channels, and forecast the results of alternative marketing...

• Report The Forrester Wave™: Performance Marketing Agencies, Q3 2019

  The 12 Agencies That Matter Most And How They Stack Up

  September 18, 2019 | Collin Colburn, Stephanie Liu

  In our 28-criterion evaluation of performance marketing agencies, we identified the 12 most significant ones — 360i, 3Q Digital, DAC Group, GroupM Performance, iCrossing, iProspect, Jellyfish,...

• Report Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins

  Build Marketing Strategies That Balance Both And Measure Cross Effects

  August 12, 2019 | Tina Moffett

  B2C marketers know that long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The...

• Report Decentralized Digital Identity: A Primer For B2C Marketers

  Why Bring-Your-Own-Identity Is A Trend To Watch

  June 14, 2019 | Fatemeh Khatibloo, Martha Bennett, Andras Cser

  Your identity is more than the standard information on your driver's license or social security card. It also encompasses how you interact with brands, what you know, how you share elements of your...