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• Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

  Tools And Technology: The Enterprise Marketing Technology Playbook

  July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

  Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

• Report CMO Priorities In Light Of The Pandemic Crisis

  What To Do Now, In Early 2021, And By Year-End 2021

  June 11, 2020 | Shar VanBoskirk, Tina Moffett

  With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

• Report The 2020 COVID-19 Crisis Will Stun US Marketing

  CMOs: Apply An Adaptive Approach To Manage The Downturn

  May 6, 2020 | Shar VanBoskirk, Tina Moffett, Rick Parrish

  The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media,...

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  Webinar The Future Of DMPs In A Cookieless World

  April 9, 2020 | Tina Moffett

  Data management platforms (DMPs) help advertisers analyze, create, and syndicate audiences through media buying platforms by connecting the advertiser's first-party data with third-party cookie...

• 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...